| Blue Moon Has New Campaign, Tagline: 'Something's Brewing' |
|
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.
KEEP READING HERE
|
 |
 |
|
This was originally published on AdAge. A link to the original story follows this post.
www.adage.com
|
