Molson wheat beer brand Blue Moon and its agency Mischief @ No Fixed Address are celebrating happy hour—as reshaped by the pandemic—with a sweepstakes that presents winners with a limited-edition branded drinking glass with a built-in hourglass.
The main idea: The pandemic upended the traditional notion of “happy hour” starting at 5 p.m. at the local watering hole. And of course, nobody was at the local watering hole during lockdown either.
Instead, work-from-homers created their own happy hours at whatever time best fit their WFH schedules.
The bottom of Blue Moon’s limited edition drinking vessel holds a real hourglass with sand, hand-crafted by a New York City-based glassware artisan, so you can start your happy hour, well, whenever you darn well feel like it.
“Happy hour looks a little different these days,” stated Joy Ghosh, vice president of marketing for above premium beer at Molson Coors. “Channeling the shape of our signature glass, the Blue Moon Happy Hourglass helps you carve out that much-needed time to unwind and celebrate happy hour, your way.”
The sweepstakes ran from July 12 to 26 on Blue Moon social channels and a special sweepstakes microsite.