OPPORTUNITY:

Celebrate the 60th anniversary of the first – and longest-standing – sports sponsorship in history.

CHALLENGE: 

Find a way to break through an extremely competitive sponsorship-heavy environment, while leveraging the anniversary of the partnership between the Cubs and Old Style to increase sales.

SOLUTION:  

Trisect created the “Diamond Anniversary” campaign and set out to remind consumers that Old Style beer is as much a tradition at Wrigley Field as the game itself. Ballpark signage and out-of-home evoked authentic game day experiences and Old Style as the sponsor.

At retail, Trisect broke new ground with innovative, temperature-sensitive, color-changing labels. The “Diamond Anniversary” bottles appeared to grow the Wrigley Ivy as consumers drank them. Old Style 24-pack cases with Cubs and Wrigley Ivy graphics could be stacked to create an instant Wrigley Field Ivy Wall for simple, yet dramatic, in-store merchandising.

Radio ads were recorded live at Wrigley Field and asked customers how they would “Kraeusen” their day at Wrigley. Each campaign element reminded consumers that Old Style has been a proud sponsor of everything Cubs fans love for 60 years.