Limited-edition beer packaging transforms into wearable horror mask

Pabst Blue Ribbon (PBR) has partnered with Horror Inc on a limited-edition packaging collaboration featuring Jason Voorhees, with a 12-pack designed to be transformed into a wearable mask.

The autumn campaign combines PBR branding with imagery associated with the horror character and is scheduled to run in the US from September until 13 November.

As part of the collaboration, the beer's secondary packaging has been designed so consumers can cut out a Jason-inspired hockey mask from the 12-pack. According to Pabst, the complete box can also be worn over the head as an alternative to removing the mask section.

The concept is intended to give the packaging a secondary interactive use and forms part of a wider campaign timed around Halloween and ahead of the upcoming Crystal Lake series from Peacock and A24.

Robbie Barsamian, Executive Vice President of Horror Inc, said Jason's hockey mask was chosen for the packaging because of its recognisable appearance, with the collaboration intended to give fans an interactive way to engage with the character.

Pabst Head of Brand Strategy Zac Nadile described Pabst and Jason as two American icons associated with Halloween culture and said the company had deliberately turned the 12-pack into an option for a last-minute Halloween costume.

Consumers can either remove the mask from the packaging or wear the complete box, according to the company.

Hannah Barnett, Brand Director at Pabst, said the company expects the masks to appear in bars and at Halloween parties during October.

Alongside the limited-edition packs, the collaboration will include a range of branded merchandise. Products listed as part of the campaign include apparel, glassware, bobbleheads, tap handles, tackers and koozies.

The promotion will run through a combination of retail, digital and experiential activity across the US.