Dive Brief:
- The orange slice is an iconic part of Blue Moon’s presentation, but the beer brand has never used it with its packaging until now.
- Blue Moon is rolling out new packaging that prominently displays a glass of beer garnished with an orange slice on its 12- and 6-pack boxes.
- The brewing brand also recently announced Venables Bell & Partners as its new lead agency after a review.
Dive Insight:
The orange slice has been a key part of Blue Moon beer’s presentation going back to 1997, and explaining the slice has become part of its TV campaigns, but until now Blue Moon packaging has gone sans orange. That all changes with a rollout of new 12- and 6-packs that feature a bar glass full of beer and garnished with an orange slice, just like the beer would be presented in a bar or restaurant setting.
Ashley Selman, senior marketing director of Tenth and Blake, the craft and import beer division of Blue Moon-owner MillerCoors, told Ad Age the goal behind the new packaging was tying it to the bar rituals Blue Moon customers were already used to. Selman said there was a disconnect between the brand its customers know from drinking it on-premises with the experience being, “bright and inviting and really creative with the glass and the orange.”
The redesign was based on surveying almost 1,000 consumers and was handled by brand design agency Soulsight. The new look Blue Moon is expected in stores in April.