Pabst Blue Ribbon’s latest collab helps solve
customer Halloween costume woes by partnering with one of the world’s largest horror franchises.
That would be Horror Inc, copyright holder of the “Friday the
13th” franchise, working with Pabst on a series of themed promos, merchandise and packaging.
The highlight of the effort is the limited-edition run of wearable Jason
Voorhees-themed Pabst Blue Ribbon packaging, in the form of the classic slasher’s signature hockey mask.
“Pabst and Jason are two American icons that have each played their own
part in Halloween fun for generations, so bringing them together just made sense. We turned a 12-pack into a Jason mask and, in the process, solved that all-too-familiar problem of figuring out a
last-minute Halloween costume. Cut out the mask, or just wear the whole box on your head…either way, you'll likely still have one of the best costumes of the night,” said Zac Nadile, head
of brand strategy at Pabst Brewing Company, in a release.
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“We kindly ask that people consider cutting out an additional hole [in the mask] for drinking PBRs,” added Hannah Barnett,
brand director of Pabst.
The collab was timed to coincide with Peacock and A24's “Crystal Lake” series, set to premiere on Oct. 15, which serves as a prequel to the “Friday
the 13th franchise.
Jason Voorhees- and Pabst-themed apparel, glassware, bobbleheads, tap handles, tackers and koozies will be available beginning in September, while supplies
last.
Pabst will also engage horror fans in real life through themed experiential and retail executions running through mid-November. During New York Comic Con, the “PBR x Jason
Universe” will host nightlife takeovers at local venues surrounding the show, as well as distribute themed swag at The Fest 24 indie music festival.
The beer brand will also co-host
nationwide “Crystal Lake” watch parties on Oct. 15, including capsule merchandise and collectible popcorn buckets.
In-store promotions support the collab with six-foot-tall retail
standees with custom three-foot Jason Voorhees bobbleheads on display at select stores nationwide, inviting customers to enter to win of the bobbleheads and other themed merch via PBR socials.