Blue Moon Social Strategy
Can a 12-ounce pour of a certain “refreshingly unique” beer help its followers see the glass as half-full? This was the bold new strategy of Blue Moon Brewing Company, but with a twist: to introduce this new social point of view to its Latin American markets. We took a universal approach by visually highlighting the brand’s signature orange slice garnish to help sell the brand’s choice of “taking a brighter path in a world full of dull routines.” This “orange ownership,” combined with leveraging Blue Moon’s brand pillars of food and art, drove creative executions delivered to Latin American markets, along with guidance on initiatives they could build on with their respective agencies.
Creative was translated in Portuguese and Spanish. Templates were also provided for easy customization, allowing for localized and relevant content.
