In parks and backyards across the country this weekend, kiddos will be hunting for Easter eggs. And in progressive dog parks and doggie day care centers, furry kids will also get to sniff out their own Easter eggs.
But adults get squat, and if your child or friend’s child doesn’t want to share, you’re out of luck. Except for those who are 21 or older who live in Milwaukee, Philadelphia, Tampa, and Portland, OR. Today, Pabst Blue Ribbon partnered with CALLEN creative lab to create their own version of an Easter egg hunt. They’ve hidden the adult version of Easter eggs, Keggs, in these four cities.
Adults ages 21 and up can search in these four cities for a pastel painted keg of PBR beer. And beer is a better filler than sickly sweet yellow marshmallow treats in the shape of farm fowl, cheap, chalky chocolate, and bunny stickers – all of which can be found in many traditional Easter eggs.
“Though PBR is a classic brand, we love thinking up lighthearted ways to subvert tradition and put an off-center spin on things,” says Nick Reely, vice president of marketing for Pabst Blue Ribbon. “That attitude and energy, combined with CALLEN’s creativity, is what generated the idea.”
Adults interested in participating in the Kegg hunt should search for clues on Pabst Blue Ribbon beer’s social channels. Participants should know that the kegs will be hidden within a certain area of the city, for a certain amount of time.
There will be a street team on-site in each city to manage the whole experience. The teams are there to help with the seeking, the finding and finally with the awarding of the kegs. The winners will be determined on-site and shared on Pabst Blue Ribbon’s social channels after they find the kegs.
“Many of us never outgrow a competitive spirit, and now kids don’t get to be the only ones competing to find the best treat on Easter,” says a spokeswoman for Pabst. “While the kids are looking for decorated eggs, Pabst Blue Ribbon thinks adults should be looking for their own treat, too.”
The Kegg hunt should bring out the competitive spirit in participants, Reely says.
And unlike eggs, which can be stolen by woodland creatures (some squirrels, for example, are notorious for stealing eggs), the Keggs are a bit bit bigger, say, keg-sized. “Kegs are notably larger than eggs so they shouldn’t be too hard to find,” he says. “You just might need a bigger Easter basket.”
The Keggs will be carefully tucked away around each city, and whichever stealthy, competitive participant finds the Kegg gets to keep the kegg.
Participants are advised to search the PBR social channels to help them in their quests. But in the event that there’s two or more participants who find the Kegg simultaneously, they will have to compete in a game of trivia to win.
Winners will be featured on PBR social channels and will not only walk away with the pastel Kegg just in time to decorate for Easter dinner they will also get a gift card to buy a fresh keg of PBR to celebrate their win.
“Participants should expect a bit of friendly, not-so-serious competition,” Reely says. “There will be some surprises on-site as well. The surprises will be things that we don’t publish on our social channels, but that we think will be additive to the experience.”
No word yet, if Pabst Blue Ribbon will expand this fun event to other cities or continue it next year. But brew-loving adults might ask the Easter Bunny for a repeat.