Blue Moon Turns Unexpected College Basketball Moments into Big Celebrations
Blue Moon Brewing Co.in partnership with adam&eveDDB West, is turning some of college basketball’s most unexpected moments into an even bigger celebration for fans. Blue Moon’s 'Hoop Garnish' activation invites 21+ fans to watch for a familiar in-game occurrence: the ball getting stuck between the rim and the backboard. For Blue Moon, this isn’t a glitch in the game – it's a striking resemblance to their famously orange-garnished beer.
To authentically connect college basketball fans with the Blue Moon brand, Blue Moon is making the tournament brighter during the final weekend of the college tournaments (4/4-4/7), inviting fans to spot a ‘Hoop Garnish’ moment – across both the men’s and women’s competition and comment an orange and a basketball emoji on Blue Moon’s Hoop Garnish Instagram post , that will be posted live when it happens, at @bluemoonbrewco. By commenting, fans have a chance to win a grand prize of up to $10K cash. In addition, 500 lucky commenters can win 15 dollars via Venmo directly from Blue Moon – the perfect amount to enjoy their favourite beverage, offering another unique opportunity to connect directly with the brand.
Brynna Aylward, chief creative officer, adam&eveDDB said, “Blue Moon has always been the perfect complement to moments of celebration, and college basketball provides the perfect backdrop to bring fans together over a game they love. With our partners at Molson Coors, we’re elevating a unique in-game moment to give people a chance to make this playoff period even more interactive and memorable.”
2025 marks a major milestone for Blue Moon, as it toasts the 30th anniversary of the brand, and with ‘Hoop Garnish,’ Blue Moon is able to highlight unexpected moments this tournament season as another excellent example of the brand’s commitment to delivering brightness to fans with a perfectly orange-garnished Blue Moon.
Courtney Benedict, VP marketing, Above Premium Beer at Molson Coors Beverage Company, describes, “Working alongside our partners at adam&eveDDB, we’re thrilled that this moment brings us one step closer to making sports brighter, more exciting, and unforgettable for everyone. Blue Moon is best served with an orange, which is more than a fact – it's a celebration of our famous, perfectly garnished brew. We’re excited to use the tournament momentum to bring basketball and Blue Moon together in a whole new way.
The campaign will run exclusively on social media, supported by a combination of lifestyle and sports social influencers who will drive fan engagement through the unique sweepstakes. The promotion will be live during college basketball’s final weekend, Friday, April 4th, and will conclude following the men’s championship on Monday, April 7th.
