- Pabst Blue Ribbon and Horror Inc. have partnered up for specially designed packaging based on the Friday the 13th character Jason Voorhees.
- 12-pack boxes feature a wearable version of Jason’s hockey mask, perfect for Halloween festivities.
Friday the 13th is one of the most popular horror franchises today, spanning 46 years. In addition to 12 films and an upcoming prequel series on Peacock, Crystal Lake, the Friday the 13th concept has expanded into novels, comic books, and video games, and the main character, Jason Voorhees, has appeared in other game franchises such as Call of Duty, Mortal Kombat, and Fortnite.
This Halloween, Jason is crossing over into the beer aisle. Pabst Blue Ribbon (PBR) and Horror Inc., the owners of the Friday the 13th franchise, have announced a partnership that includes new packaging inspired by the slasher films.
Specially designed 12-packs of PBR include Friday the 13th touches, such as a bloody streak in the background and “Pabst Blue Ribbon” written in a font and style similar to the movie franchise. But the star of the packaging is the Jason Voorhees hockey mask with marked eye holes to cut out, turning the box into an improvised Halloween costume.
“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 Zac Nadile, head of brand strategy at Pabst Brewing Company, in a press release. “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.”
More PBR x Jason merch is also planned, along with events like venue takeovers around New York Comic Con, nationwide Crystal Lake watch parties, 6-foot-tall standees of Voorhees in retail locations, and sweepstakes.
