Garage Beer, the company co-owned by NFL players Travis & Jason Kelce, has released limited-edition trading cards as part of a Halloween-themed marketing push in the US for its namesake brand.
The campaign, ‘Terrors of the Tailgate’, launched on Friday (18 September) with a 1:30 ad (below) featuring Jason Kelce. The advert has gone live across Garage’s social media channels.
The company has also partnered with barbecue food & accessories manufacturer Kingsford for the activation, which is targeted at American football tailgate parties. The pair have released branded trading cards featuring characters that Garage said are “found in parking lots across America” at pre-match ‘tailgate’ events: ‘The Table Smasher’, ‘The Face Paint Fanatic’, ‘The Cooler Raider’, ‘The Parking Lot Prophet’ and ‘The Flamekeeper’.
Card packs went on sale via the brand’s website with an SRP of US$5, but are already out of stock.
“The ’90s had a grip on fall like no other era,” said Garage Beer founder & CEO Andy Sauer. “Football season, trading cards, Halloween, there was just something about it. We wanted to bring all of that nostalgia together with Terrors of the Tailgate and have some fun with the characters and traditions that make football season what it is.
“No matter what decade you’re in, a good tailgate still comes down to the basics: friends, Garage Beer in the cooler and Kingsford charcoal in the grill. If you’re not grilling or drinking, you’re probably not tailgating.”
Also tapping into Halloween are AB InBev, which is offering 24 consumers a trip to Dracula’s Castle in Romania with South African beer brand Flying Fish, and Pabst Brewing Co, which has released a limited-edition Slasher-themed pack in the US for its Pabst Blue Ribbon lager brand.
In the wine category, Treasury Wine Estates is also rolling out a limited-edition Wolf Man pack under its 19 Crimes ‘Universal Monsters’ series.
