Planning the perfect celebration of a 60 year partnership between Old Style and the Chicago Cubs was no small task. Chicagoans who bled Blue and took “sick days” to worship at the ivy alter deserved something special to wash down their peanuts and cracker jack. Despite a small budget, we developed first-in-market temperature-sensitive labels on Cubs-branded bottles. Fans throughout Chicagoland were served ice cold Cubby Blue bottles of Old Style that revealed the iconic Wrigley Field ivy as they were drank. Commemorative Diamond Anniversary case packaging made certain the product didn’t stay on shelves long. Even the concourses of Wrigley and the brick walls of iconic Wrigleyville watering holes were adorned with images of our new bottles and inside jokes any true Cubs fan could smirk at. While drinkers raised their Old Styles to the Cubs all season long, we raised the W Flag to our campaign and the awards that followed.