- Blue Moon, a Molson Coors brand, tapped comedian and author Colin Jost as its first celebrity partner for a brand new ad campaign, in line with a press release.
- Jost’s production company, No Notes, co-created “Nothing Outshines a Blue Moon” with agency Adam&eveDDB. The effort is a component of the brand’s larger “Made Brighter” platform.
- Spots will air on national TV, social and streaming video. The campaign also includes social media assets featuring Blue Moon Belgian White Belgian-Style Wheat Ale and Blue Moon Light.
Blue Moon is embracing humor for its first celebrity partnership. Jost, who has served as a weekend co-anchor on “Saturday Night Live” since 2014, not only provides a recognizable face, but additionally skilled insights for the brand. The initiative comes as Molson Coors looks to spice up the Blue Moon brand family. Earlier this yr, the corporate launched Blue Moon Extra, a canned product geared toward the convenience store market.
In the first spot, “Orange & Son,” Jost encounters two sentient oranges at a bar, one in all which has just turn into the garnish of the comedian’s beverage. In the second spot, “Zoom In,” Jost is upstaged by the beverage, with the camera ignoring him in favor of the pint. The message is evident: Not even a renowned comedian can outshine a Blue Moon. Both spots prominently feature the orange garnish, a key a part of Blue Moon’s branding.
To extend the campaign beyond paid media, Blue Moon and Jost picked up the bar tab for patrons at select bars in Staten Island, New York, the birthplace of the comedian. Press details also tease an appearance by Jost at one in all his favorite local spots. Together, the moves could help the brand form more authentic relationships with goal consumers and grow loyalty.
Celebrity partnerships remain a go-to strategy for many marketers, and creative collaborations between a brand and a celebrity aren’t recent. Ryan Reynolds’ Maximum Effort has worked extensively with marketers like Heinz. Jost not only co-creating the spots, but additionally starring in them, is a signal of Blue Moon’s level of commitment.
Earlier this month, Blue Moon partnered with Eos to create a limited-edition Valencia Orange Lip Balm. The partnership reinforces the role orange plays within the beer’s branding.
Molson Coors saw a Q1 revenue drop of 11.26%, in line with a May earnings call. Blue Moon stays a central a part of the brand’s efforts to deal with premium products, despite the brand being negatively impacted when Molson Coors moved from 15-packs to 12-packs to align with broader consumer preferences.
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