Behind the Work: How Blue Moon Is Making Life – and Its Advertising – Brighter

Back in April, partners Blue Moon and adam&eveDDB NYC announced the launch of their latest brand campaign, building upon the brand’s ‘Made Brighter’ platform, originally launched in 2022. The latest campaign demonstrates that the largest craft brand in the country can always awaken the brightness within everyday, ordinary moments.

Molson Coors’ Vice President of Marketing, Above Premium Beer, Courtney Benedict, and adam&eveDDB NYC’s Managing Director James Rowe sat down with Little Black Book’s Addison Capper regarding the revamped work. The three of them discuss the meaning of ‘brighter,’ how the platform plans to meaningfully connect with its loyal consumers, and why the inspiration aligns with the aspirations of both partners.

In terms of the thoughtfulness behind the work, James Rowe, said: “For Blue Moon, it meant really working hard to remind drinkers of our uniqueness, our bright-tasting beer with an aroma that’s unlike any other, and our iconic garnish that stands out in bars. The strategy aimed to put Blue Moon in a category of one, to stand apart from traditional premium beers, and to prevent the brand being dragged into the clutter of the wider craft category.”