Campaign - Blue Moon

Shelly began her work in 2006 with this Key image featured across the United States and abroad for every Publication Tabloid, Poster, Billboard, Truck, and Coaster or even table tent promoting the Blue Moon Belgium Ale Brew. The "Artfully Crafted" theme along with Shelly's art has brought this brand to the Top seller in the Micro Brew industry.

Blue moon belgian white has been steadily gaining sales the old-fashioned way—by allowing consumers to discover the Belgian-styled brew, usually in a tall glass with an orange garnish.

Part of the brand's mystique has been built by never resorting to a big ad campaign. It's the friendly beer, one that novices are introduced to when a buddy buys a round or brings Blue Moon to the party. So how could the brand acquire more drinkers without undermining that authentic communication? By raising Blue Moon to an art form.

The "Artfully Crafted" effort treated the beer like an expressionist painting and looked upon retail stores as art galleries. The Blue Moon crew at Coors Brewing and its agency Integer promoted brand attributes that resonate with consumers who trade up or prefer quality beverages as either their primary beer or for special occasions.

First, Coors Brewing commissioned Shelly Bartek to create a series of masterpieces, hung in stores dressed in wooden frames illuminated by gallery lights and appearing in the arts section of alternative newspapers. Rather than creating more signs to join the clutter at bars and restaurants, local artists were hired to paint permanent wall murals.

"It gave retailers an option that's more upscale than traditional neons and really speaks to the artfully crafted message," said Libby Oberpriller, Blue Moon's brand manager.