The MillerCoors brand’s celebration, which spans TV, digital, social and out-of-home and features events across the country, kicked off late last week and continues through July 20, the date in 1969 that U.S. astronauts landed the lunar module Apollo 11 on the surface of the moon.
The moon landing celebrations mark the next phase of the brand’s 2019 campaign, which launched in spring with the unveiling of its new tagline and mantra, “Reach for the Moon.” The tagline “ties directly to Blue Moon and inspires drinkers to reach for the taste that shines brighter,” says Bryan Ferschinger, vice president of the above premium portfolio at MillerCoors.
The brand’s new spot “is our way of honoring those who got us to the moon 50 years ago and those who will get us to the moon again,” says Elizabeth Hitch, senior marketing manager on Blue Moon.
It is airing on platforms including FOX, Telemundo, USA, YouTube and ESPN.com. It also will be integrated in high-profile programs like History Network’s “Moon Landing: The Lost Tapes” and Hulu’s “Science Fiction.”