PNC Bank is leaning into one of the strangest fan traditions of the Pittsburgh Pirates season – by turning traffic cones into ice cream cones.
Created with agency partner Arnold, the activation builds on the “Hoist the Cone” rallying cry that emerged after a misprinted shirt read “Hoist the Cone” instead of “Hoist the Colors.” Pirates fans quickly embraced the mistake, turning the orange traffic cone into an unofficial symbol of team spirit.
The phenomenon became so popular that real traffic cones reportedly began disappearing from Pittsburgh streets as fans looked for something to hoist at games.
That is where PNC stepped in.
The longtime Pirates and PNC Park partner created limited-edition collectible cone holders that fans can get free with the purchase of a waffle cone on select game days, offering a safer – and much more edible – way to join the tradition.
The promotion also gives PNC a playful way to extend its “Brilliantly Boring” brand platform, which centers on avoiding unnecessary risk and making sensible choices. Watch below:
“Some cities celebrate home runs with tridents or mascot heads. This season in Pittsburgh, a misprint on a t-shirt turned the traffic cone into the team’s talisman,” said Kelly Nichols, VP, creative director at Arnold.
Nichols added that PNC wanted to celebrate the local phenomenon “just not at the expense of, you know, public safety.” “Keep the cones that direct traffic on the street where they belong and give the fans a cone of their own to hoist,” Nichols said. “That felt more sound.”
Lou Cestello, regional president for Pittsburgh and Southwestern Pennsylvania at PNC Bank, said the activation reflects the bank’s longstanding connection to the city and the Pirates.
“The traffic cone phenomenon is one of those uniquely Pittsburgh moments that fans have made their own,” Cestello said. “We’re excited to bring it to life in a new way and create another memorable experience for fans visiting the best ballpark in baseball.”
The collectible holders are available at PNC Park on Sept. 6 and Sept. 20, while supplies last.
CREDITS:
BRAND: PNC
- Jenn Garbach, Chief Marketing Officer
- Dresdyn Hefferen, SVP, Director of Brand Marketing & Paid Media
- Amy Farrell, SVP, Group Marketing Manager
- Megan Gilson, SVP, Client and Community Relations Director
- Molly Sapienza, SVP & Group Head, Corporate Sponsorships
- Sara Benzino, VP, Marketing Manager Sr.
- Kelsey Peart, VP, Regional Marketing
- Olivia Lammel, Communications Director
- Dana Good, VP Regional Communications
- Prick Boston, Corporate Sponsorships Lead
BRAND: Pittsburgh Pirates
- Andy Goebel, VP, Corporate Partnerships
- Katie Shockey, Director, Corporate Partnerships Activation
- Terry Rodgers, Sr. Director of Communications and Content
- Sterling McLean, Director, Content & Production
- Harrison Barden, Team Photographer
- Marcelo Velazquez, General Manager (Aramark) – PNC Park–
AGENCY: Arnold
- Sean McBride, Chief Creative Officer
- Val Bettini, Chief Client Officer
- Sarah Taylor, Managing Director
- James Bray, Executive Creative Director
- Kelly Nichols, VP, Creative Director
- Patrick Harrington, VP, Creative Director
- Amy Nagy, Creative Director, PR
- Carissa Mak, Associate Creative Director
- Laura Allen, SVP, Marketing Director
- Sydney Southern, Marketing Director
- Molly Whear, Senior Marketing Manager
- Lucia Corso, VP, Strategy Director:
- Ryan Vinnicombe, VP, Strategy Director
- Patrick Driscoll, VP, Executive Producer
- Jim Spadafora, Executive Print Producer
- Kerry Lowe, Director, Project Management
- Elyssa Ahern, Director, Business Affairs
- Sammy Ouansa, Business Affairs Associate
