Molson Coors Beverage Co has kicked off the second year of the celebrity partnership for Blue Moon with writer-comedian Colin Jost.
A 15-second spot (below), unveiled this week, shows Jost ordering a Blue Moon in a bar and overhearing the oranges used to garnish the beer talking to each other. The spot, ‘Father-son Talk’, will be aired on TV in the US as well as on the brand’s social media channels, debuting alongside the annual college basketball tournament, March Madness, this month.
The ad – the second to feature in the tie-up that began last year – will also be aired “in sports broadcasts throughout the year, including [during] baseball, hockey and tennis”. A supporting campaign will feature social content that sees Jost performing an ‘unboxing’ of a Blue Moon and taking part in brand-themed games.
“This is just the start of a packed calendar for the brand that includes a retail partnership with Frank’s Red Hot that builds on Blue Moon’s spicy food credentials, and more,” Molsn Soors said.
Following a dip in sales for Blue Moon in 2023, Molson Coors embarked upon a “turnaround strategy” for the brand in 2024. Last year, the Miller Lite brewer rolled out a higher-ABV version of the wheat beer exclusively in a canned format in the US. Alongside today’s marketing announcement, Molson Coors said of the brand’s progress: “While Blue Moon is in turnaround mode, it’s seeing sparks.”
The VP of Molson Coors’ ‘Above Premium Beer’ portfolio, Elizabeth Hitch, added: “Premiumising our portfolio remains a key priority, and we’re bringing big plans to Blue Moon this year to continue that journey.”
In the brewer’s full-year results, released last month, Molson Coors posted a 4.8% decline in sales to $11.14bn.
