Client: Pabst Brewing Company, Old Style Beer

Agency: TRIS3CT

Project: Love Your Team. Grow The Ivy.

We were tasked to create a campaign that celebrated the 60th anniversary of Old Style being the official beer of the Chicago Cubs. The end result was primary packaging that was thermochromatic with a label that would change from Cubbie Blue to ivy - one of the prominent features of Wrigley Field.

Supporting elements included signage, print, OOH, calendars, off-premise retail, etc.

The entire project started with a month long ethnographic study of Old Style and non-Old Style drinkers to uncover their authentic connection to the brand and its affiliation with the team.

Where we netted out was that Old Style held an association with summer time in Chicago. It elicited feelings of connection and shared moments of joy with loved ones and friends on hot summer days with cold beers. And summer in Chicago wasn’t in full swing until the ivy was in full bloom in the outfield.