Blue Moon Has New Campaign, Tagline: 'Something's Brewing'

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By: AdAge

Blue Moon has long portrayed itself as an artsy craft beer, most recently with stop-motion ads that show the brew's ingredients being painted into a picture.

But that approach has apparently gone stale with the newest generation of drinkers, prompting the MillerCoors-owned brand to update its marketing. The tagline "artfully crafted" is replaced by "something's brewing" in a new campaign that seeks to redefine how the brand connects itself to creativity.

"It's less about a painting hanging on a wall and it's really about the idea of creating. And so it's not just a finished end product, it's the process of creating," said Ashley Selman, the brewer's VP-marketing for emerging and economy brands and a former senior marketing director at MillerCoors' craft and import beer division.

The campaign marks the debut effort for Venables Bell & Partners of San Francisco, which won the Blue Moon creative account late last year.

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