Blue Moon seemed just like any other craft beer in the market. Spirits, wine and other wanna-be Belgian White brews were rivaling the brand and diminishing Blue Moon's share in the market. Blue Moon was a uniquely crafted beer and we wanted to show that it wasn't like any other craft beer, it was a brewing masterpiece to be savored... with an orange.
“Artfully Crafted”
The new positioning took the stage and over the course of our marketing efforts sales grew by a delicious 118%. The campaign gave us an unprecedented amount of press and earned us a Gold Reggie award.
We commissioned painter, Shelley Bartek, to immortalize Blue Moon. Her style was perfect for portraying the full flavored essence of the brand.
And artists from all over the country were commissioned to turn her paintings into murals.
The point-of-sale inspired the Blue Moon with an Orange Craze. We strategically placed the beer in the fruit section and paired the perfect combination of garnish and beverage.
Print Campaign
The gorilla tactics turned our consumers into artists and participants in the brand. The community collaboration was put up on local billboards, creating ownership and pride in Blue Moon.
