Pabst Blue Ribbon and Horror, Inc. have revealed a limited-edition run of ‘wearable’ packaging themed around the iconic slasher villain Jason Voorhees – serving as a makeshift Halloween costume while celebrating the upcoming launch of Peacock and A24’s Crystal Lake series.
The collaboration is intended to ‘celebrate two pop-culture giants and their devoted subcultures’ – displaying Friday the 13th antagonist Jason Voorhees’ signature hockey mask on the outer box containing a twelve-pack of beer.
“Jason’s hockey mask is instantly recognizable, so making it wearable right off the pack was a no-brainer for us,” said Robbie Barsamian, executive vice president of Horror, Inc. “Teaming up with PBR gives fans a cool, hands-on way to rep Jason just as momentum builds for Halloween.”
“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,” added Hannah Barnett, brand director of Pabst. “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.”
Running from September until Friday 13 November, the Pabst Blue Ribbon x Jason Universe campaign also features a lineup of premium merchandise, such as apparel, glassware, bobbleheads, tap handles, tackers and koozies.
The collaboration will also feature in experiential, retail, and digital touchpoints. This includes nightlife takeovers at local venues surrounding New York Comic Con (8–11 October) as well as downtown venues and partner bars during indie festival The Fest 24 (23–25 October).
In another collaboration, Fanta and Warner Bros. Pictures revealed a lineup of limited-edition cans celebrating the release of Tim Burton’s Beetlejuice Beetlejuice in cinemas while tying into the Halloween season. Consumers could choose from a series of limited-time designs depicting the movie’s characters, with an on-pack QR code unlocking a series of exclusive physical and digital experiences – including a draw to win tickets to the movie.
A previous edition of the Brief also explored potential ways to reduce packaging waste at Halloween, including repurposing empty boxes directly into costumes. Among the suggested characters are those from Minecraft, Transformers, Mario Kart, and other children’s franchises.
Since then, Coors has introduced a limited-edition extended can. Said to hold and chill three full cans of Coors Light at once, the can featured an elongated brand name to resemble long cheers at football matches; it rolled out through a national TV and digital advertising campaign, in-stadium activation and nationwide consumer promotion offering the chance to win money.
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