BLUE MOON 20TH ANNIVERSARY
A Once in a Blue Moon Celebration
2015 marks the 20th anniversary of Blue Moon Brewing Company, and the brand called long-time partner Trinity Brand Group to help leverage this significant milestone. Trinity recognized the potential to stretch the brand, leverage its Artfully Crafted positioning in a new way, and create anticipation with consumers new and old – not an easy task in a fiercely growing segment. We conceived the “Rising Moon Artist Series” wherein 20 up-and-coming artists from 20 US cities would develop unique pieces of art for 20 Belgian White labels. We also worked with the brand’s agency partners to activate the vision beyond packaging, fueling a desire within craft beer lovers to collect limited edition bottles and sending tens of thousands of fans to a Facebook voting poll before bottles even hit the shelves.