You Can Literally Turn This Pabst Blue Ribbon Box Into A Jason Mask

Beer meets fear! Two American icons, Pabst Blue Ribbon and Horror, Inc. (the creators of the Friday the 13th franchise) are teaming up to launch fan experiences, limited-edition apparel, and a wearable Jason mask this Halloween season. The release blends classic beer culture with deep franchise affinity leading into Halloween as well as Peacock and A24’s highly anticipated Crystal Lake series that’s coming this fall.

Videos by Sporked

Mask Meets Box

With this collaboration, you’ll be able to turn the packaging of PBR’s 12-pack into a wearable Jason Mask. For Horror, Inc., this is a dream come true. “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.”

Your last minute scramble to find a Halloween costume just got a whole lot simpler. Cut out the mask or just wear the whole box on your head. It’ll work either way! We look forward to seeing the Pabst Jason masks out and about this October. Though apparently the mask won’t come with a pre-cut hole for you to actually drink your PBRs through so make sure you have a pair of scissors on hand.

More Merch To Come

In addition to the masks, the partnership will unleash a limited-edition run of premium merchandise including apparel, glassware, bobbleheads, tap handles, tackers, and koozies. The Jason x PBR tap handle is going to go absolutely bonkers. You just found the perfect Christmas gift for the beer drinking horror fan in your life!

Fan Events All Fall Long

Beginning September through Friday, November 13th, the promotion will engage consumers across the country through a mix of experiential, retail, and digital touchpoints including:

New York Comic Con (Oct 8–11): PBR x Jason Universe nightlife takeovers will host fans at local venues surrounding NYCC.

The Fest 24 (Oct 23 – 25): The collaboration brings Jason-themed PBR swag to key downtown venues and partner bars throughout the multi-day indie music festival.

Nationwide Watch Parties: On October 15th, PBR x Jason Universe will partner with top-tier horror creators to host Crystal Lake-themed watch parties, backed by capsule merchandise, including collectible popcorn buckets.

National Sweepstakes & Retail Displays: Supported by towering 6-foot retail standees―and featuring custom 3-foot Jason Voorhees bobbleheads on display at select stores―fans can enter a nationwide sweepstakes across social platforms for a chance to win one of these oversized collectibles, Jason x PBR-themed merchandise, and more.

Seasonal Micro-Campaigns: Immersive digital activations will trigger all autumn long, specifically celebrating Halloween, National Hockey Mask Day (Nov 1st), and a “Last Chance to Buy” campaign fittingly landing on Friday, November 13th.