For much of its 24-year history, Blue Moon’s marketing has focused on its brewing process, ingredients and signature serving style of an orange wedge garnish. But with a new ads launching today, the MillerCoors brand is moving beyond the orange in hopes of connecting with drinkers on a more emotional level.
The effort from DDB Chicago aims to get drinkers to buy the premium brew on a more regular basis by raising the question, “What if once in a blue moon happened more than once in a blue moon?” One ad, called “Routine,” shows a woman waking up each day to discover extraordinary, fantastical events occurring around her, like a man being lifted high in the sky by a batch of colorful balloons and a whale emerging from a man-made city pond. Picture the movie “Groundhog Day,” but only good things happen.
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