Blue Moon Brewing Company and creative agency adam&eveDDB West have teamed up to tip off an unexpected, interactive celebration for college basketball fans during the tournament’s final weekend with their new social campaign, “Hoop Garnish.”
Built around one of the most unusual—and meme-worthy—moments in basketball, the activation invites 21+ fans to celebrate when the ball gets stuck between the rim and the backboard, a rare but familiar in-game occurrence. Rather than seeing it as a glitch, Blue Moon is reframing the moment as a visual nod to their iconic orange-garnished Belgian-style wheat ale.
From April 4–7, during both the men’s and women’s final tournament games, Blue Moon encouraged fans to watch for a real-time “Hoop Garnish” and comment emojis on the brand’s Instagram post @bluemoonbrewco. In return, fans were entered for a chance to win the grand prize of $10,000 or one of 500 $15 Venmo prizes—just the right amount to grab a round of Blue Moon with friends.
“Blue Moon has always been the perfect complement to moments of celebration,” said Brynna Aylward, Chief Creative Officer at adam&eveDDB. “College basketball provides the perfect backdrop to bring fans together over a game they love. With Hoop Garnish, we’re elevating a unique in-game moment to make the playoffs even more interactive and memorable.”
The social campaign is part of a year-long celebration of Blue Moon’s 30th anniversary, and underscores the brand’s ethos of bringing brightness and creativity to life’s everyday moments.
“This moment brings us one step closer to making sports brighter, more exciting, and unforgettable,” said Courtney Benedict, VP of Marketing, Above Premium Beer at Molson Coors. “Our famous orange garnish isn’t just tradition—it’s celebration. ‘Hoop Garnish’ is a fun and fresh way to link Blue Moon with one of college basketball’s most unexpected moments.”
The campaign is running exclusively on social media and is amplified by a mix of lifestyle and sports influencers who are engaging fans and pushing participation during tournament play.
CREDITS:
BRAND: MOLSON COORS
- Sofia Colucci, Chief Marketing Officer
- Courtney Benedict, VP Above Premium
- Chris Steele, Senior Director Blue Moon
- Lindsey Weslowski, Manager Manager
- Kaitlyn Gex, Associate Marketing Manager
- Jenna Reimler, Consumer Communications Senior Specialist
AGENCY: DDB/A&E
- Brynna Aylward (Chief Creative Officer, adam&eveDDB NA)
- Rafael Oliveira, Associate Creative Director, Art (adam&eveDDB NY)
- Sergio Alonso, Associate Creative Director, Copy (adam&eveDDB NY)
- Cassidy Wilber, Group Strategy Director (adam&eveDDB West)
- Angie Santos, VP Business Director (DDB Chicago)
- Kelly Preston, Account Director (adam&eveDDB West)
- Ana Esterov, Program Director (adam&eveDDB NY)
- Teri Altman, Executive Producer (Omnicom Production)
- Victoria Glass, Associate Producer (Omnicom Production)
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