Pabst Blue Ribbon (PBR) has partnered with Horror Inc. for an autumn campaign built around Jason Voorhees. The collaboration includes a limited run of Jason-themed packaging designed to be worn, plus an assortment of branded merchandise and a sequence of in-person and digital activations timed for the Halloween season.
What’s included
- Wearable 12-pack packaging fashioned to resemble Jason’s hockey mask
- Apparel and glassware
- Collectible items such as bobbleheads, tap handles, tackers and koozies
The promotion ties into seasonal interest around Halloween and the wider cultural attention on the franchise ahead of the new Crystal Lake series. PBR and Horror Inc. say the pack design was created so fans can rep the character directly from the box, either by cutting out the mask or wearing the carton itself.
Activations and timeline
The campaign runs beginning in September through Friday, November 13 and spans experiential, retail and digital touchpoints. Scheduled highlights include:
- New York Comic Con nightlife takeovers coinciding with the show (Oct 8–11)
- Presence and themed swag at The Fest 24 (Oct 23–25)
- Nationwide watch parties on October 15 supported by capsule merchandise, including collectible popcorn buckets
- National sweepstakes and in-store displays featuring towering standees and three-foot Jason bobbleheads at select retailers
- Seasonal digital activations marking Halloween, National Hockey Mask Day (Nov 1), and a final push on Friday the 13th
The sweepstakes will run across social platforms with opportunities to win oversized collectibles and themed merchandise tied to the collaboration.
This partnership blends classic beer branding with horror fandom and presents multiple touchpoints for collectors and party hosts looking for seasonal novelty items and immersive experiences.
Source: Horror Society