MillerCoors // Experiential Tour // 2019

Strategy // Creative Direction // Art Direction // Copywriting // Graphics by Chris Mallinson

MillerCoors challenged my team to leverage the artfully crafted story and distinctive flavor profile of Blue Moon’s portfolio to reinvigorate the brand amongst a discerning target. To do it, we tapped into a specific, and currently overlooked, drinking occasion for beer: dinner.

The Under A Blue Moon Food & Beer Experience featured nationally-renowned chefs in each market who created fresh, custom dishes to compliment five expressions of Blue Moon. Our mission? To demonstrate how the brand pairs perfectly, and actually enhances the flavor of even the finest foods.

We partnered with Eater for amplification and activated in non-traditional raw spaces, inspired by the warehouse roots of Blue Moon’s Denver Brewery. The experience was divided into a series of interconnected rooms, each telling a different part of the brand story. Guests learned the ins and outs of tasting and pairing beer, and all of it happened, literally, under a Blue Moon.