Artfully Crafted.
Other Belgian White brews were challenging Blue Moon and chipping away at market share. The brand needed to illustrate a point of difference that would elevate Blue Moon and help it shine in a crowded category.
To visually represent the handcrafted nature of the brewer’s art, we turned to classical painting techniques. Each brushstroke evoked a specific aroma or flavor nuance and made an indelible connection between painting a masterpiece and brewing one.
My Role: Concept & Ideation | Copywriting
The brand’s first foray into the medium of TV had to be in line with the Artfully Crafted image that we had so carefully cultivated over the last decade. Film proved to be the perfect vehicle to tell the story of how the brewmasters at Blue Moon Brewing Company paint flavor using ingredients.
Production Co.: Moo Studios Director: Shaun Sewter
We commissioned painter, Shelley Bartek, to immortalize Blue Moon. Her expressionist style was perfect for bringing the flavorful liquid to life.
Artists from around the country were commissioned to translate Blue Moon’s positioning of Artfully Crafted into murals for bars.
We strategically placed the beer in the produce section of grocery accounts. At the time, it was a groundbreaking sales tactic that both educated and inspired consumers to pick up the perfect pairing of garnish and beverage.
The Artfully Crafted campaign won gold at the REGGIE Awards in 2007 and helped grocery-store sales of the beer jump 102.3% (AC Nielsen).