One local tradition all Cubs fans know is that each year baseball season starts when the ivy grows on the brick walls of Wrigley Field. To leverage that tradition, we introduced commemorative Diamond Anniversary Ivy-Growing Bottles. The special limited-edition Old Style bottles featured a color-changing label. Fans could chill their Old Style and see Cubby blue. Then, as they enjoyed their Old Style, the legendary Wrigley Ivy appeared to grow right on the bottle.

The temperature-sensitive, color-changing bottles reminded consumers that Old Style and Wrigley Field truly go hand in hand.

The promotion was a hit with retailers who could not keep up with demand as Cubs and Old Style fans quickly snatched up the limited-edition bottles. The entire 2010 inventory sold out before the baseball season ended.The promotion helped Old Style score high awareness for their sponsorship of the Chicago Cubs.The ivy-growing Old Style bottles became a much sought after collector’s item among Cubs fans and Old Style drinkers. All over town, we reminded fans that Old Style beer has been as much a part of the game as Wrigley Field itself.