Pabst Blue Ribbon has brought back the 99 Pack for the National Football League’s postseason and Super Bowl, announcing a monstrous collaboration with Toho International to feature characters from the Godzilla universe on the packaging.
The characters will be designed courtesy of artist “ATTACK Peter” and will be featured on the 99 cans of Pabst Blue Ribbon found in the 99 Pack, as well as a panorama design on the outer case packaging. Only 4,000 99 Packs will be available in stores around the country.
The new venture looks to capitalize on a recent collaboration between the two, in which Godzilla, Mothra, Mechagodzilla and King Ghidorah monsters were featured on more than 60 million PBR cans, the company said. New characters and expanded artwork are expected in this new collab.
“’A WHAT pack??’ That was my first reaction when the gang at PBR asked me to team up on this design!” ATTACK Peter said in the release announcing the 99 Pack. “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!”
About the Author
Andy Hanacek
Senior Editor
Andy Hanacek has covered meat, poultry, bakery and snack foods as a B2B editor for nearly 20 years, and has toured hundreds of processing plants and food companies, sharing stories of innovation and technological advancement throughout the food supply chain. In 2018, he won a Folio:Eddie Award for his unique "From the Editor's Desk" video blogs, and he has brought home additional awards from Folio and ASBPE over the years. In addition, Hanacek led the Meat Industry Hall of Fame for several years and was vice president of communications for We R Food Safety, a food safety software and consulting company.