BLUE MOON BREWING COMPANY has been credited with starting the craft beer movement in the 90’s. But even with a solid fan base and after 20 years of sustained growth, it was time for a new look. While everyone loved the new look internally, it was our task to introduce it to the social world. We needed to ensure current drinkers that the same beer that they know and love wasn’t changing as well as to reach out to new drinkers and give them a reason to try this flavorful beer. In just three months prior to the launch of paid support or ATL activity in the market, we were able to significantly grow Blue Moon’s reach, awareness and virality:
• Facebook: Achieved organic reach 200% higher than 2015 average
• Instagram: Increased engagement per post by over 90% compared to 2015 average
• Twitter: Grew engagement rate by nearly 40% over 2015 average
• Best social ROI of any brand at MillerCoors.
To "break the news" to their current drinkers, we started seeding sketches and in-process videos (see Instagram video below) of different design work that led to the finished design. This look behind the current reveal also aligns with the brand's experimental and creative spirit.
Once the new brand was launched, the mission was to link the new look and feel to the tried and true social situations that Blue Moon had been associated with for over 20+ years.
In addition to our success on social, we also created two different UNTAPPD campaigns to encourage users to have a "new look" Blue Moon. According to Untappd, both Blue Moon Untappd campaigns were the most successful that they have ever had.
After the new look started to resonate with their current drinkers, 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, the goal became to communicate 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.