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UK: Molson Coors targets UK on-trade with Blue Moon campaign

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Molson Coors has readied an on-trade-focused push for its Blue Moon craft beer brand in the UK.

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The brewer, which launched Blue Moon on draught in the UK last year, said earlier today (14 June) that the campaign, entitled 'Artfully Crafted', will run in two phases for three months. Launching this week,, the first phase sees consumers offered a free half pint of Blue Moon at 125 pubs and bars across London, Greater London and Brighton. The first phase will be backed by outdoor posters, underground LCDs and escalator adverts.

Consumers can receive a voucher for their free half pint by texting 'BLUE MOON' and a location number from the adverts to a dedicated number. This generates a mobile voucher that can be downloaded onto a smartphone and redeemed in outlet. Vouchers are also available from the Blue Moon website.

Then, from 1 July, around 100 events will run in London's on-trade. Crafts including interactive screen painting and urban cross stitching will be on offer to consumers who purchase a pint of Blue Moon on the day of the activity. They also receive two free half pints of Blue Moon to be redeemed in the venue the undertook the activity in.


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