Blue Moon Campaign Brings Brightness to Mundane Day-to-Day
Blue Moon, part of the Molson Coors Beverage Company, has announced the launch of its latest brand campaign in partnership with adam&eveDDB. The campaign builds on the 'Made Brighter' brand platform, which launched in 2022 and features a set of new films heroing the full Blue Moon Brewing Company portfolio. With newly refreshed packaging that hits shelves and bars this month - this campaign marks the first time the brand has showcased the total Blue Moon portfolio under a united platform.
This is the first time the brand has built a fully integrated campaign around the 'Made Brighter' tagline and employs visual cues to demonstrate that Blue Moon awakens the brightness in the mundane day-to-day. Audiences will witness this bright transformation on full display within adam&eveDDB and Molson Coors’ latest campaign, with films that feature a bar that dramatically transforms through an entertaining chain reaction as the result of Blue Moon’s iconic orange garnish and bright beer.
Regarded as the overall top-selling craft brand, Blue Moon’s Made Brighter platform seeks to connect the brand with everyday social drinkers, while also aiming to re-establish Blue Moon as a modern craft brand for all.
The new campaign, directed by Us at Reset Content, highlights the brand’s flagship Belgian White Belgian-Style Wheat Ale offering; and relaunches Blue Moon Light, the brewer’s light offering – formerly known as Blue Moon LightSky, and introduces their non-alcoholic offering, which launched in December 2023.
“We were so thrilled to tap our long time partners adam&eveDDB to bring Made Brighter to life,” said Courtney Benedict, vice president of marketing for above premium beer at Molson Coors Beverage Company. “This new work aims to reinforce our mission to craft a brighter world, not only with our loyal consumer but to a new generation of LDAC drinkers too.”
James Rowe, managing director, adam&eveDDB NY said, “The craft beer category is going through something of an identity crisis, with a range of players creating a crowded and confusing shelf, but Blue Moon is an icon that transcends the category. With the Made Brighter campaign we are reminding drinkers of the unmistakable pop of brightness that Blue Moon brings to bars and drinkers across the country. This is the start of a huge year for the brand and our joint teams, and we’re excited to share more of the Made Brighter story throughout the year.”
The campaign will be supported by national media push across men’s basketball programming across March on CBS and will run through the end of Q2 2024. The new film component will serve as a part of a larger introduction to the brand new 360 'Made Brighter' platform, which will be rolled out across communications, packaging and retail this spring, including an upcoming activation for the Solar Eclipse.
