Belgian-style US craft beer Blue Moon has launched an on-trade campaign designed to support customers with a series of installations, sampling activations and digital toolkits.
The new campaign aims to encourage trial of the beer and increase brand awareness, teach customers about the Blue Moon perfect serve, and ultimately drive purchase.
It follows the success of the Once in a Blue Moon 2017 consumer campaign, where the beer brand created a free interactive art installation of a wishing tree in London’s Old Spitalfields.
This year’s Blue Moon wishing tree will feature hanging lanterns and invites consumers to hang their wishes to celebrate ‘Once in a Blue Moon moments’ and the beer’s perfect serve of a full moon orange slice garnish.
To encourage further trial of Blue Moon and drive purchase in new London accounts, consumers will be encouraged to take part in Blue Moon’s orange serve-inspired spinning wheel activity.
By spinning the Blue Moon wheel, facts about the brand are uncovered and there is a chance of winning a free pint of Blue Moon.
These sampling activations will take place in pubs and bars across London this summer.
Blue Moon will also arrange starter kits as part of the onboarding process for new accounts across the country.
A social media toolkit will be provided for customers, empowering them to engage with their consumers digitally. The toolkit includes bespoke cover photos, video assets and sample social media copy to help customers educate consumers on Blue Moon.
If your venue is interested in taking part in the Blue Moon campaign, please contact Brew + Press: firstname.lastname@example.org