As Blue Moon rose to be one of the largest craft beers in market, the brewing company set out to improve the brand health, bring to life a new brand purpose of adding a “zest for life” and grow its share among a new competitor set, import drinkers.
What we did
Social Strategy Development
Photography Guideline Development
Social Content Production
Custom Photography + Video Development
Blue Moon is universally known for its iconic pilsner glass and orange peel. In the summer of 2018, the brand was looking to introduce a suite of new vessels, (pints, cans, and festival cups), and wanted to leverage the brand equity from the orange into these new vessels.
We created “Social Serendipity,” which embraced the "urban impress" occasion, brought to life a premium look, and found unique ways to use its brand equity in the creative.
The Party’s Waiting
In the summer of 2017, Blue Moon was looking to drive awareness among a new competitor set, while aligning with its defined "urban impress" occasion. As Blue Moon was carving out its role in the marketplace, we knew we had to convey not only its differentiators—taste and refreshment—but also savoring moments with friends and embracing all that life has to offer.
So, after you’ve taken that Instagram-worthy beer shot, put down the phone and step into the night with Blue Moon—the party’s waiting.
Spring / Summer 2018
In an effort to drive brand awareness on-premise after 10pm and bring to life Blue Moon’s new brand purpose, we created a series of Snapchat filters available only during certain hours in bar districts across the country.
As a part of our holistic strategic approach, we created a seasonal beer lifecycle content strategy. We rolled out news about each beer through a phased approach that included teasing product release, announcing in-market timing, product education, and creating urgency at the end of each season. Rooted in the phased approach, our creative emphasized flavor cues, showcased the beer as hero, and came to life with an above-premium look and feel.