Old Style Beer’s new campaign reflects a 61-year partnership with the Chicago Cubs using a groundbreaking package design.



Scott & Victor, a Chicago-based strategic creative marketing group, and Pabst Brewing Co. announced the April launch of Old Style Beer’s new campaign reflecting a 61-year partnership with the Chicago Cubs using a groundbreaking package design.

The campaign, which will hit the market in early April at the start of the 2011 Major League Baseball season, is anchored around a redesign pairing, one for Old Style and one for Old Style Light. The collectors’ edition bottles are decorated with shrink-sleeve labels designed to look like wooden baseball bats with the Cubs and Old Style logos and the phrase “Chicago’s Beer Since 1902” printed on the sleeve to resemble etching. The packaging and communications celebrates the Old Style-Chicago Cubs partnership and are the focal point for related print communications.  

“It was a dream to work with Scott & Victor on this project,” says Rohith Reddy, Pabst brand director for Old Style. “The proof of their talent is in the initial sales numbers we’re seeing on the commemorative bottle package.”

Early signs of the campaign’s success show the bottle is a solid hit: A 58% year-over-year increase in distributor orders over the last two months.

Verst Group Logistics, a third-party logistics company, was involved in the project. The bottles are decorated using a high-speed Fuji Intersleeve applicator from American Fuji Seal Inc. paired with a steam shrink tunnel. Bottles are filled and shipped at MillerCoors’ Trenton, N.J., brewery.

“The baseball bat bottle design pays ultimate respect to the sport and the team, and the print campaign visually references old-school baseball cards, including insider messages that are unique to the Cubs and rewarding to their fans,” says Victor LaPorte, partner, Scott & Victor.

The limited edition bottles will be on sale at stores around Chicago, including Jewel-Osco stores, as well as Wrigley Field-area bars.

 “We were focused on communicating Old Style’s soul and voice at every touch point, from the ‘passion point’ of Wrigley to the purchase point of the store and bars,” says Scott English, partner, Scott & Victor.  “All of its components reflect the staying power of Old Style and the Cubs, and embrace the spirit of the city of Chicago, and the fun and entertainment of sports and beer.”

-Rick Lingle, executive editor