PNC Bank is tapping into an organic fan movement at PNC Park in Pittsburgh by serving up limited-edition ice cream (traffic) cones to Pittsburgh Pirates fans on select game days this season.

Created in partnership with agency of record Arnold, the promotion pays tribute to the now famous “Hoist the Cone” rallying cry, which originated from a misprinted shirt reading “Hoist the Cone” instead of “Hoist the Colors.” Pirates fans embraced the unexpected slogan, and the orange traffic cone has become a recognisable symbol of Pittsburgh Pirates team spirit and local pride since.

With real traffic cones recently disappearing from city streets as fans hunted for gear to hoist at games, PNC stepped in to give the hometown crowd a safer, smarter, and far tastier way to join the celebration.

The activation brings PNC’s ‘Brilliantly Boring’ brand platform to life in an unexpected way: as traffic cones began disappearing from Pittsburgh streets, longtime Pirates and PNC Park partner PNC – and a known champion of avoiding unnecessary risks – stepped in with a safer, smarter and far tastier way for fans to hoist the cone.

Read more HERE.