Pabst Brewing Co has released a Halloween-themed limited-edition pack in the US for its Pabst Blue Ribbon lager brand as part of a partnership with entertainment company Horror Inc.
The collaboration centres around ‘The Slasher’ Jason Voorhees, a character in the ‘Friday the 13th’ film franchise, which is owned by Horror Inc. Pabst and Horror Inc are set to release a run of limited-edition co-branded merchandise including clothing, glassware, tap handles and can holders.
A cut-out mask (top) has also been printed on the side of 12-packs of Pabst Blue Ribbon. Information on where the packs will be sold was not immediately available.
Between September and 13 November – which falls on a Friday this year – Pabst and Horror Inc will also be running “a mix of experiential, retail and digital” activations and promotional events across the US. These include “nightlife takeovers” during the New York Comic Con convention, watch parties, sweepstakes and “immersive digital activations”.
“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,” said Pabst Brewing’s head of brand strategy, Zac Nadile. “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.”
Also this week, Paulaner Brewery launched a US-focused marketing push ahead of German beer festival Oktoberfest, which begins next month. The tongue-in-cheek campaign aims to “help fans add more of the original Munich experience to their celebrations” by explaining Oktoberfest’s traditions.
