Coors Starts Advertising Blue Moon

Print and outdoor advertising begin.

Coors Brewing Company has nurtured Blue Moon Belgian White Ale into a hot seller through below-the-radar marketing efforts.

Now it’s taking a more conventional route: advertising.

Advertising Age this week reports that Coors recently has been running Blue Moon ads in local weeklies and national magazines, including Food & Wine and Men’s Fitness.

Outdoor advertising has appeared in some “key markets” as well, Ad Age reports.

The ad is an Impressionist-style Blue Moon product shot that includes a glass with an orange garnish. The tag: Artfully crafted.

Integer created the ads. No TV or radio executions are planned. Spending is estimated at the “mid-six-digit level,” Ad Age reports.

Ad Age suggests Coors is shifting strategies because the brand has reached a size where it needs at least some level of media support.

The story can be seen (scroll to bottom) here.

Comments

[Eat, Drink & Be Merry]

Hmm...a necessary move by Coors and one I'm sure that will pay dividends. Great info--this is why I read your blog daily!