MillerCoors’ new summer style Blue Moon Agave Nectar hit the public for the first time in Sacramento, CA, at the GOOD: street food + design market July 7. The brand built buzz with a custom Agave Nectar mural created by local artists at the site of the popular market, which is set up to emphasize good design, good food and clever do-it-yourself culture that stimulates the local economy—all things the brand wanted to tie into.
Local designers L/C Mural & Design created the piece (check out the video of their process here). The brand also contracted with area favorites Kings Tribe Clothing and MAGA Magazine to do live screen-printed GOOD posters for people that tasted the product on site. For food, MillerCoors brought in local celebrity chef Kevin O’Connor to do a Blue Moon-themed street food menu that paired with the new beer. He served up a Latin inspired menu that included pork belly empanadas and bay scallop ceviche. The DIY Workshop featured the pastry chef from Sacramento bakery Ella Kitchen & Bar, Jane Anderson, to teach a free DIY Summer Desserts class. The desserts that Jane picked were inspired by the idea that they could easily be paired with Blue Moon. Attendees got to walk away with free dessert and the knowledge to make their own at home.
“I loved the arts and crafts feel we had in this market,” Adam Stockton, distributer for Blue Moon in Sacramento at MillerCoors, told Buzz. “That’s the feel of the Blue Moon brand so it all made a ton of sense.” Agency: Unseen Heroes, Sacramento, CA.