We strive to make our clients' brands stand for something—to have a cultural significance and impact, not just category relevance. We believe that brands can play an important part in the world around us by having a deeper meaning, to stand for something and to stand up to something and to play a role in people’s lives.
This starts by putting a stake in the ground for a brand’s aspiration beyond their current category; we then define the Brand Conviction which becomes a North Star for all future activities—from how clients behave internally to what they communicate externally—accompanied with a clear pathway to get there from here.
BLUE MOON MOVES TO NEW CREATIVE AGENCY UNDER DDB UMBRELLA
MillerCoors has awarded the Blue Moon creative account to DDB. fifty5Zero, a newly created unit of DDB, the same parent company that spearheaded the resurgence of Miller Lite will be responsible for Blue Moon's creative.
The move comes a month after MillerCoors began a competitive process to re-assign creative duties of Blue Moon, the nation’s top-selling craft beer brand.
Paul Gunning, President and Chief Operating Officer of DDB/U.S. commented about the win: “We couldn’t be happier that our relationship with MillerCoors continues to grow and we’re honored they tapped fifty5Zero to lead the creative for the beloved Blue Moon brand. We’re eager to help distinguish Blue Moon’s position in the craft beer category and create new opportunities for the brand to grow and advance.”
Bryan Ferschinger, the MillerCoors vice president of marketing for innovation and national crafts said, "Since taking over Miller Lite responsibilities a year ago, DDB has made a strong mark, leading the Hold True creative campaign, reigniting the brand’s competitive side and refining its iconic visual ID. We're confident that the agency's proven track record of producing clearly differentiated, impactful work will further elevate and grow the Blue Moon brand."
Read MillerCoors's official statement about the Blue Moon win here.