Pabst Blue Ribbon and Jason Universe Turn a 12-Pack Into a Wearable Jason Mask
Pabst Blue Ribbon and Jason Universe are teaming up for Halloween with one of the more unusual pieces of horror-themed packaging this season: a PBR 12-pack that can be turned into a wearable Jason Voorhees mask.
The collaboration between Pabst Blue Ribbon and Horror Inc. will roll out this fall with a limited-edition run of Jason-themed packaging alongside apparel, glassware, bobbleheads, tap handles, tackers and koozies. The centerpiece is the 12-pack itself, which incorporates Jason’s familiar hockey mask into the package so fans can cut it out and wear it. PBR also says that the entire box can simply be worn over the head instead.
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.”
The collectible side of the promotion extends well beyond the packaging. Select stores will display custom three-foot Jason Voorhees bobbleheads along with six-foot retail standees, and fans will have a chance to win some of the oversized collectibles through a nationwide sweepstakes. Jason x PBR merchandise will also be among the prizes.
Another limited collectible is planned for October 15, when PBR and Jason Universe will work with horror creators on Crystal Lake-themed watch parties around the country. Those events will be supported by capsule merchandise that includes collectible popcorn buckets.
The promotion will also make appearances around several fall events. PBR x Jason Universe nightlife takeovers are planned around New York Comic Con from October 8 through October 11, while Jason-themed PBR merchandise will appear at venues and partner bars during The Fest 24 from October 23 through October 25. PBR says the larger campaign will run from September through Friday, November 13. Along the way, additional digital activations will be tied to Halloween, National Hockey Mask Day on November 1 and a final “Last Chance to Buy” push timed for Friday the 13th.