OPPORTUNITY

Refresh the #1 craft beer brand, increasing purchase frequency amongst current customers.​

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RESULTS

The brand name "Blue Moon" itself suggests infrequency. So we decided to turn that on its head, suggesting it would be nice if amazing things, like a blue moon, happened more often. ​A broadcast campaign imagining a world where amazing events happen more frequently (consumption of Blue Moon included). Sales jumped 6% in an already strong market, leaving  Blue Moon securely maintaining its position as the world's #1 craft beer.