In 2006, Coors Brewing launched a new beer called Blue Moon. Its popularity, combined with an uninformed channel took its toll on Hefeweizen accounts up and down the coast. The solution was to “sell the lemon,” thereby educating the market on the differences between the two products (Blue Moon is served with an orange), and hence elevate the Hefeweizen experience. A full retail and on-premise promotion was developed. Below you’ll see a few examples of the campaign and a few other pieces that helped build the brand.