Success for Blue Moon’s on-trade summer campaign


Blue Moon on-trade campaign

Belgian-style US craft beer brand Blue Moon has revealed the results from its first on-trade sampling programme which kicked off in June this year.

The campaign was designed to help raise awareness around Blue Moon, provide low risk trial of the beer, and ultimately increase ROS through a series of installations, creative sampling activations and digital toolkits.

Over the course of the summer, the brand provided London operators with a kit comprising of a ‘Peel of Fortune’ spinning wheel, inspired by the beer’s perfect serve, which features an orange slice garnish, and sampling equipment.

Promotional staff, provided by Blue Moon, drew in consumers to engage with the wheel, which not only gave people the opportunity to win a free pint, but also revealed fun educational facts about the brand and beer itself.

During the activation, free samples of the beer were given out to consumers, with staff explaining everything from tasting notes to the ingredients.

Blue Moon also provided outlets that hosted the activations a social media toolkit, which included
video assets and sample social media copy, to help customers raise awareness around the activations taking place in their venue as well as educate consumers on Blue Moon.

The brand recorded over 1,300 consumer interactions and almost 800 samples trialled on site, which led to an average increase in keg sales by an average of 30% in the month following.

Brand manager Steph Goldie said: “As the leading craft beer in the US, we understand the importance of educating and guiding consumers who are intrigued by craft, but overwhelmed by the language and choice attached to the growing category and so have provided customers with the tools to do this in a really simple, but engaging way.”

As well as the sampling wheel, Blue Moon also offered customers the opportunity to feature a smaller version of the brand’s interactive, ‘Once in a Blue Moon’ wishing tree.

Originally created as a larger art installation last year and displayed at London’s Old Spitalfields and Macclesfield’s Blue Dot Festival, Blue Moon recreated the same experience on a smaller scale at flagship accounts such as Drake & Morgan and Tobacco Skylight.

Alexander Metcalfe, assistant general manager at The Folly, said: “The team was great at engaging with the customers. The activation really grabbed their attention and there was definitely an increase in sales as the keg needed changing which is unusual for a Tuesday evening.”

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