By Nick Kindelsperger, 24 June, 2025
✓ As part of its extensive marketing plans for 2025, Blue Moon is unveiling a new campaign under its “Made Brighter” platform featuring the family of brands’ very first celebrity partner, Colin Jost
✓ The writer-comedian not only stars in the ads, but also collaborated with the brand to pen the creative
✓ The new campaign and other plans reflect Blue Moon’s evolution into an iconic, modern brew for the next generation of 21+ drinkers
From the moment it launched in 1995, Blue Moon did things differently. Along with its bright flavor accentuated with Valencia orange peel and coriander, the beer quickly became known for the colorful orange wheel regularly affixed to each glass.
It’s what the brand now calls its “Orange Standard” – an ode to the experience of enjoying a Blue Moon with the garnish it was made for. And today, Blue Moon is all in on giving the iconic orange its time in the sun – enlisting Colin Jost, the family of brands’ first-ever celebrity partner, as the face of its newest campaign, “Nothing Outshines a Blue Moon.”
Campaign Spotlight
According to Vice President of Marketing Courtney Benedict, it’s not just Jost’s acting skills in front of the camera that make the collaboration so special, he also brought his writing talents to the table.
“Colin Jost’s wit and charm connect with generations and make any moment brighter, just like a Blue Moon,” she says. “But he didn’t just star in our ads — he was in the writers’ room, co-authoring the scripts and bringing his signature humor to Blue Moon’s new campaign. This ensured that his dry comedic sensibility came through clearly, injecting a dose of fun directly into brand.”
Benedict says that, like Blue Moon, Jost was inspired by exploring the iconic relationship between Blue Moon and its orange wheel garnish. This is uniquely explored in the two recently released ads produced by Jost and his production company, No Notes, in collaboration with adam&eveDDB.
In “Zoom In,” Jost repeatedly attempts to steal the focus away from a beautifully poured and garnished Blue Moon.
“Colin’s presence helps Blue Moon shine even brighter, but it also proves that nothing outshines a Blue Moon,” says Benedict.
Watch “Zoom In” here:
In “Orange & Son,” Jost encounters a family of talking oranges – yes, talking oranges – which explain to him what an honor it is to be chosen for a Blue Moon.
Watch “Orange and Son” here:
Along with featuring Blue Moon Belgian White Belgian Wheat-Style Ale, the creative highlights other members of the brand family, including Blue Moon Light and Blue Moon Non-Alc. According to Benedict, this shows how Blue Moon has an option for any occasion – just remember the orange.
Each ad has a 30- and 15-second version and will air on TV, online and social, including high-impact media across professional baseball, tennis, college football and reality TV broadcasts.
On the Horizon
Along with the new campaign, Blue Moon is unveiling a full suite of marketing and sales initiatives this summer, supported by a significant step-up in media spend planned for the second half of 2025 compared to the same period last year.
In addition to the spots with Jost, Blue Moon is prioritizing its “Orange Standard” program in bars, restaurants, venues and beyond, including a sizable investment in content-creator and influencer partnerships designed to introduce Blue Moon’s orange-garnish ritual to the next generation of 21+ drinkers.
At retail, the brand also recently unveiled its “Summer’s Got a Bite” program. It aims to show how well Blue Moon pairs with spicy food and will likewise be extended through social media content creators, as well as a retail partnership with Mike’s Hot Honey starting at the beginning of July.
And to tie it all together, the brand is extending its modernized look and feel, which began with its packaging, into a full suite of visual tools and creative assets.
These plans are coming on the heels of a busy year and a half for the Blue Moon family of brands, including the launches of Blue Moon Non-Alc and Blue Moon Extra, and the repositioning of Blue Moon Light.
