While many high-profile companies capitalize on the explosive interest that Super Bowl commercials draw, doing so understandably comes with a hefty price tag. Various brands jump in to advertise anything from food and drinks to new products or their specific services. Even popular, well-established brands will get in the mix, hoping to create a memorable Super Bowl commercial that brings additional attention to the company.
However, while there are bound to be several well-known beer companies paying the estimated $7-$8 million cost for a 30-second spot, Pabst Blue Ribbon decided to take a different approach. Instead of waiting for fans to (hopefully) see a costly advertisement, they positioned themselves to be the perfect beer for anyone’s Super Bowl party. To top it off, PBR’s new collaboration with Godzilla is also bound to be a conversation starter for several reasons.
PBR and Godzilla’s 80-Pound Beer Beast Perfectly Positioned Itself for the NFL Super Bowl
Pabst Blue Ribbon announced recently that its epic Godzilla-themed 99-pack is officially in stores. The box features custom artwork made by artist ATTACK Peter. After seeing the images, it’s fair to assume that many who purchase the massive 80-pound beast will want to hang on to the custom box, considering only 4,000 packs will be released nationwide.
The box-covered artwork features different aspects of the popular Godzilla movies. Along with Godzilla itself, the 99-pack of beer comes with several other members of the Kaiju genre, with a special lineup of cans that also includes Mechagodzilla, Mothra, and King Ghidorah.
Here are all the details of the newly released 99-pack of beer, which will take more than one person to get out of the store, in case you were curious.
- Pabst Blue Ribbon’s collaboration with Godzilla features a 99-pack of beer.
- Its box includes custom art created by ATTACK Peter.
- Only 4,000 of the 99 packs of beer were created.
- The 99-pack costs $99.
- The giant pack is said to weigh roughly 80 pounds.
- The cans feature images of Godzilla, Mechagodzilla, Mothra, and King Ghidorah.
As ATTACK Peter said in a statement, even he was shocked when PBR asked to team up on the collaboration, as Bloody Disgusting detailed.
“A WHAT pack?? That was my first reaction when the gang at PBR asked me to team up on this design!” the artist said. “The 99 pack is one of the coolest things I’ve ever seen and I knew they were going to MOVE so I incorporated some designs of the Ghidorah and Mechagodzilla soaring into action! And don’t underestimate the Mothra larva crawling its way onto the package; they’re no strangers to mixing it up with the biggest bads!”
How Pabst Blue Ribbon Specifically Used Super Bowl Commercials to Capitalize on Marketing
The $7 or $8 million-saving question becomes, how does this play into the Super Bowl? Well, in a brilliant message marketing the 99-pack, which was bound to draw interest regardless, the company’s Senior Brand Director was quick to highlight Super Bowl commercial costs.
“It’s not our style to spend millions of dollars for a few seconds of airtime during the big game,” said Rachel Keeton, Senior Brand Director of Pabst Blue Ribbon. “Instead, we’re getting in on the post-season action in a way our drinkers can have some fun with. The Godzilla 99pk is here to loudly crash tailgates and watch parties everywhere.”
Instead of spending millions of dollars on a 30-second commercial that fans may not even catch in real time, Pabst Blue Ribbon positioned itself to be the beer everyone drinks while watching the Super Bowl. After all, what’s better for a Super Bowl party than a 99-pack of beer that could literally provide enough for you and your friends, with some possibly left over?
Mentioning “millions of dollars for a few seconds of airtime” was icing on the marketing cake by PBR. While many brands have spent countless hours (and a lot of money) prepping a Super Bowl commercial to grab viewers’ attention, the beer company thought one step ahead and positioned itself to generate immense interest at a fraction of the price.
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