That’s quite the headline, but we’re not joking!
Toho International and Pabst Blue Ribbon have announced a massive collaboration that will see the King of the Monsters feature on over 60 million boxes and cans of the famous beer beginning this fall as part of their art can series. For this kaiju-sized collab, Toho and PBR recruited a familiar face to bring the cans to life, frequent collaborator Peter Santa-Maria, known professionally as Attack Peter.
The iconic Godzilla design will cover standard PBR cans and packaging – other than single-serve 25-oz cans – because those will feature three additional Kaiju designs from Attack Peter in the form of iconic Toho kaiju Mothra, King Ghidorah, and Mechagodzilla. Additionally, a limited number of Godzilla cans will have a special ‘blue atomic breath effect’, which turns the can into an atomic breath blue coloration when it’s cold enough to enjoy alongside your favorite sports game or special event.
TM & ©Toho Co., Ltd.
Rachel Keeton, Sr. Brand Director, Pabst Blue Ribbon expressed great enthusiasm about bringing Attack Peter onto the project, stating, “Bringing the legendary Godzilla character into PBR’s world is massive on its own, but teaming up with Attack Peter on the designs completely leveled this partnership up. His style and process of hand-carving these illustrations continues to push the boundaries of what the PBR art series is all about,” said
On the Godzilla end of things, Toho International General Manager Kristin Parcell remarked upon the unique collaboration, adding: “At Toho International, we’re always looking for innovative ways to expand Godzilla’s presence in culture. Partnering with Pabst Blue Ribbon, a historic brand with a rich legacy and passionate following fit for the King of Monsters, allows us to engage fans in a fresh and dynamic way.”
Artist and designer behind the beer cans, Attack Peter, also added a comment on his designs being put on over 60 million cans and boxes, stating: “The King of the Monsters has smashed open so many doors for me and today is a continuation of that epic journey!” added Attack Peter. “I’m so incredibly fortunate to work alongside Toho International and Pabst Blue Ribbon to bring my linoleum block print designs honoring Godzilla, Mothra, Mechagodzilla and King Ghidorah from my studio in Miami into your coolers, parties and anywhere else that calls for a monster sized celebration!”
TM & ©Toho Co., Ltd.
About PABST BREWING COMPANY
Since its founding in 1844, Pabst Blue Ribbon, the original American lager beer, has been connecting with local communities across America. Pabst Blue Ribbon engages and supports individuals who are passionate about forging their own path in life, and will continue to empower new generations who believe in the future of America. Pabst Blue Ribbon is owned by Pabst Brewing Company. American-owned and operated since its founding in Milwaukee in 1844, Pabst is one of America’s largest privately held brewing companies. For more information, please visit pabst.com.
ABOUT TOHO INTERNATIONAL
Toho International, Inc., the Japanese studio’s U.S.-based subsidiary, has brought classic Godzilla, with 70 years of storytelling and monster mayhem, brand awareness and excitement to audiences around the world through a comprehensive licensing program spanning toys & collectibles, gaming, apparel, accessories, publishing, seasonal, housewares, food & beverage, and many more categories. With over 25 live-action films, numerous animated films and series, and more action-packed new content to come, Toho has captured the love and attention of Godzilla fans from all across the globe. Always-on content accessible across multiple streaming platforms has put Godzilla and other Toho monsters at the forefront of consumers’ minds as the franchise gears up for an exciting next generation of storytelling and fandom.
ABOUT ATTACK PETER
Attack Peter (Peter Santa-Maria) is a Cuban-American artist and creative director known for his bold, hand-carved linoleum block prints and collectible figure designs that fuse traditional techniques with modern pop culture. He has worked on iconic projects spanning posters, toys, and high-profile collaborations with franchises like Godzilla, Creature from the Black Lagoon, Alien, and Friday the 13th, making him a leading voice in contemporary pop-culture art and collectibles.
