To mark three decades of citrus-kissed pints, Blue Moon is having a little fun with language. The brand is “officially” rebranding orange as BlueMoonGarnish—a cheeky nod to the Valencia peel in its brew and the full-wheel garnish that’s become a bar-top signature since 1995.
In the world according to Blue Moon, nothing orange stays orange: it’s now a BlueMoonGarnish sweater, BlueMoonGarnish chicken, even Chicago’s and Boston’s Orange Lines reimagined as BlueMoonGarnish Lines. The point is playful and precise—where you see the color formerly known as orange, you’ll see BlueMoonGarnish.
Created with Mischief @NoFixedAddress and production partner hungryman, the anniversary push rolls out with a comedic “visit” to a BlueMoonGarnish farm, influencer collaborations, and wry contextual OOH in high-traffic spots nationwide (including along those famously orange transit lines).
There’s a tangible perk, too. Starting September 10, fans 21+ can head to BlueMoonGarnish.com and, when purchasing Blue Moon for delivery in Chicago, Indianapolis, Las Vegas, Nashville, New York, Philadelphia, and Pittsburgh, receive a complimentary bag of BlueMoonGarnishes: custom-labeled oranges made to brighten and crown your glass.
“For three decades, a Valencia orange garnish has been part of the Blue Moon experience, so we thought why not make it official and give oranges the name they were meant to have: BlueMoonGarnish,” said Courtney Benedict, vice president of marketing for Above Premium Beer at Molson Coors Beverage Company. “This is more than a garnish—it’s a celebration.”
The campaign follows spring spots from adam&eveDDB and SNL’s Colin Jost’s No Notes, in which Jost banters with oranges across a bar
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