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CHALLENGE: Is there a spectacular way to celebrate the 60th anniversary of the Chicago Cubs and Old Style partnership, while breaking through in the crowded sports sponsorship environment?

SOLUTION: Our redesignedOld Style Cubs Ivy-Growing bottles and packaging gave drinkers the ability to “Love Your Team, Grow the Ivy.” Using temperature-sensitive labels that transformed from Cubs Blue into Wrigley Ivy while the beer was enjoyed, was an innovative way to remind consumers that Old Style beer is as much a tradition at Wrigley Field as the game itself. Old Style 24-pack cases with Cubs and Wrigley Field Ivy graphics could be stacked to create an instant Wrigley Field Ivy wall for simple, yet dynamic, in-store merchandising. Print, ballpark signage and out-of-home established Old Style as the sponsor of authentic Cubs game day experiences.

SHINY: Reggie, PROMO Pro award and Design of the Times