"The King of the Monsters is about to invade American coolers in the most epic way possible. Pabst Blue Ribbon and Toho International have joined forces for what might be the most talked-about beverage collaboration of the year - putting Godzilla's iconic image on over 60 million PBR cans and boxes just in time for the kaiju's 70th birthday celebration."
"This isn't just another celebrity endorsement or quick marketing stunt. This collaboration represents something much bigger for the food and beverage industry: the power of authentic storytelling, collectible packaging, and the intersection of pop culture with classic American brands. For F&B professionals, this partnership offers valuable insights into how heritage brands can stay relevant while honoring both their own legacy and that of their collaborative partners."
Pabst Blue Ribbon and Toho International will feature Godzilla's iconic image on over 60 million PBR cans and boxes timed for the kaiju's 70th birthday. The effort emphasizes authentic storytelling, collectible packaging, and the blending of pop culture with a classic American beer. PBR commissioned Attack Peter (Peter Santa-Maria) to create hand-carved linoleum block print illustrations, underscoring a commitment to artisanal design over digital mockups. The release builds on PBR's established art can series, which previously showcased original artwork on hundreds of millions of cans. The collaboration offers food and beverage professionals a model for keeping heritage brands relevant while honoring legacy.
Read at Food & Beverage Magazine
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