Yesterday, Peter Frost let us know that Blue Moon Brewing Co. and its Belgian-style wheat ale brands were debuting a new facet to its 2019 Reach for the Moon campaign, aimed at getting more people to, you know, buy and drink more Blue Moon. This second wave is the new “Once in a Blue Moon” campaign, which is encouraging drinkers to have Blue Moon more than once in a blue moon. The commercial above, called “Routine,” is quite curious but also quite good. It goes arty and fun but not in the super weird way that Michelob Ultra did with its rapture vids. “Surface” below is a little more mainstream, playing off the popularity of the moon of late.
Myra Nussbaum, senior vice-president, group creative director at DDB Chicago said: “Blue Moon’s advertising has traditionally focused on the craft beer’s brewing process and unique product attributes.
“We looked back to the origins of Blue Moon and found a great quote from a Blue Moon employee when they first tasted the Belgian White Ale, ‘A beer this good only comes around once in a blue moon.’ This phrase was our inspiration because it speaks to the specialness of the product but also got us thinking about what if ‘once in a blue moon’ could happen more often than once in a blue moon? The idea of exploring a world where once in a blue moon experiences can happen all the time gave us a great big creative sandbox to play in.”
According to Frost, television spots, out-of-home, digital and social ads are all a part of the campaign, which is aimed at 25- to 40-year-olds. That’s me! From Frost:
Fueled by its Kentucky Derby sponsorship and celebrations surrounding the 50th anniversary of the moon landing, the brand is riding a wave of momentum, up 4.7% in case volume in the most-recent four-week period, according to Nielsen all-outlet and convenience data. It has clawed its way back to nearly flat year-to-date, data show.
Blue Moon is regularly cited as the No. 1 craft beer in America, and the brand is owned by MillerCoors, so it might not be No. 1 for everyone.