Blue Moon to raise awareness through ‘Artfully Crafted’ campaign
North American craft beer Blue Moon has launched its ‘Artfully Crafted’ through-the-line campaign.
The extensive three month campaign sees Blue Moon team up with BD Network to drive awareness and trial of the hand-crafted beer, with two phases running from June until August.
The first phase offers consumers a free half pint of Blue Moon at 125 pubs and bars across London, Greater London and Brighton through posters, underground LCDs and escalator ads which drive customers to a downloadable mobile voucher.
For the second phase BD has set up Artfully Crafted events in pubs and bars across London which kick-off from 1 July, where fans of Blue Moon can try their hand at a range of different crafts including interactive screen painting, urban cross stitching and life drawing.
Blue Moon brand manager Michelle McQuillin said of the campaign: “We know that once drinkers try it they love it – we just need to work on getting them to take that first sip and we’re confident the campaign we’ve created with BD does just that.”
BD Network’s Andrew Colyer meanwhile commented: “The beer category has often suffered from a perceived lack of innovation when it comes to product development. Blue Moon has challenged this perception from day one and we’re proud to be working with them on a campaign to reward consumers for demanding this innovative approach and those that wish to try something different.”