Blue Moon’s ‘Made Brighter’ media blitz kicks off

Blue Moon has been busy over the past four months. 

Now it’s set to launch a massive media and awareness campaign aimed at jumpstarting Blue Moon Belgian White Belgian-Style Wheat Ale and the brand family that already has the overall top craft beer, the top light craft beer and the No. 2 draft handle in the U.S., according to Nielsen.

“(2024) is the year of the Blue Moon Brewing Company,” says Mara Schaefer, senior director of brand marketing for Molson Coors’ above-premium products.

In December, the brand launched Blue Moon Non-Alcoholic, which is already the No. 3 non-alcoholic craft beer in the country, according to Circana. Last month, Blue Moon LightSky was relaunched as Blue Moon Light and the brand’s bold new packaging started hitting shelves, unifying its lineup and creating more impact at retail.

‘Made Brighter’

For Courtney Benedict, vice president of marketing for above premium beer, “Made Brighter” is more than just a catchphrase.

“The phrase honestly originated with our consumers,” says Benedict. “In consumer research, they told us that Blue Moon jolts them out of the day-to-day grey. It leaves them feeling invigorated. ‘Made Brighter’ is anchored in the consumer first, which is one of the reasons why it works so well for us.”

Inspiring people to ditch the ordinary plays a huge role in the brand’s new TV ads, which all take place in a dimly lit bar getting a much-needed kick of brightness thanks to some Blue Moon. The new spot premiered yesterday during college basketball’s tournament selection show.

“The ad really shows how Blue Moon makes everything brighter,” says Schaefer. 

The ad highlights Blue Moon’s flagship, Belgian White, but it also showcases Blue Moon Non-Alcoholic and Blue Moon Light. This was all done on purpose.

“Every time we're airing one of our ads for a particular product, we're also supporting the entire Blue Moon family,” says Benedict.

A suite of tools will bring the “Made Brighter” message to retail, including new display options, localized out-of-home ads and a targeted digital campaign. As part of the campaign, Blue Moon will also have a significant sampling program at more than 10,000 retail stores.

“The goal is to reignite love for Belgian White, while also attracting new consumers with Blue Moon Non-Alcoholic and Blue Moon Light,” says Benedict.

Blue Moon will also show up on the popular cooking show “MasterChef,” where the brand will be integrated into an episode, national media spots, retail opportunities, and PR and influencer support.

Spreading the zest of Blue Moon on-premise

The on-premise remains crucial to Blue Moon’s business, where it’s currently the No. 2 draft handle in the U.S. To keep growing, the brand has embraced what differentiates it.

Blue Moon’s brightness might come from brewing with aromatic coriander and Valencia orange peel, but for many consumers, its signature tall, curved glass and the vibrant slice of orange are also essential parts of the drinking ritual.

“We know how important our signature glassware is to the experience of Blue Moon and how much it matters to beer drinkers,” says Benedict. “And with the orange slice, it’s so distinctive. It inspires other people to try it.” 

The brand is aiming to keep up its momentum in the on-premise, where dollar sales grew 5.5% in 2023, according to Nielsen CGA.

Brightness on deck

In addition to its expansive creative, awareness and sampling campaign, Blue Moon is celebrating its baseball heritage. Blue Moon was first brewed at Colorado’s Coors Field, and the sport remains very important to the brand. And now it’s partnering with one of the biggest names in the game, Rawlings. 

The partnership will feature retail tools, branded merchandise like keychains and jackets and a gamified virtual baseball card collection, where consumers can win cash and a Rawlings shopping spree.

Consumers will also be seeing a lot of Blue Moon spots during games.

“Blue Moon goes with baseball, so we’ll have ads in alliance markets nationally, and on streaming with MLB.TV,” says Schaefer. “But it also goes beyond baseball with ads around hockey and basketball, too.”

If this sounds like a lot of different programs for Blue Moon, that’s on purpose, too.

“We’re working harder than any other craft brand,” says Schaefer. “We’re on a mission to reignite love for Blue Moon.”