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The beer’s latest marketing campaign with Frank’s RedHot dares fans to test their heat tolerance.
Blue Moon is spicing up its beloved orange garnish through a limited-edition collaboration with Frank’s RedHot.
For its latest campaign, the brand dares spice aficionados to take the Blue Moon Spicy Orange Challenge by taking a bite of a RedHot-and-ghost-pepper flavored dried Valencia orange slice and seeing how much Blue Moon they need to drink to cool their taste buds.
“It’s perhaps one of the best-kept secrets that Blue Moon pairs well with spicy food,” Elizabeth Hitch, VP of marketing of above premium beer at Molson Coors Beverage Company tells Inc. “When looking for the perfect vehicle to deliver a spicy bite, we didn’t need to look far, just to the rim of our glass with our iconic orange garnish.”
According to data from Ipsos Bar Community shared by Blue Moon, 90 percent of Blue Moon drinkers say they like or love spicy foods. Hitch says the brand knew that developing a spicy orange “would strike the right chord with our fans.”
Consumers can purchase one of the 100 limited-edition kits on two select dates, July 20 and July 27 at noon E.T., via Blue Moon’s website. Each kit features a dried spicy orange, a custom glass with printed measurement markers on the side for the challenge, a bottle of Frank’s RedHot, and a gift card that can be redeemed for a purchase of a Blue Moon six-pack.
Hitch says the beer brand’s goal with its latest campaign is to inspire consumers to discover, or rediscover, how Blue Moon pairs well with spicy foods and have fun while doing it. “Audiences today gravitate toward experiences they can participate in and share with their friends,” she says.
This isn’t the first time that Blue Moon has created playful marketing campaigns around its famous orange garnish.
Last year, the brand announced a limited-edition campaign with Eos to bring consumers a Valencia Orange Lip Balm. Later, it declared that it had renamed the fruit “BlueMoonGarnish” and gave select-customers a “complimentary bag of BlueMoonGarnishes” adorned with custom labels.
Outside of its garnish-related marketing, the 30-year-old brand demonstrated it also knows how to build its marketing around cultural moments when it rolled out a bright blue-colored beer during the real-life blue moon phenomenon as a tongue-in-cheek “apology” to fans for “not being blue.”
This post originally appeared at inc.com.
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