• by Danielle Oster , May 20, 2024

As part of its “Blue Moon Made Brighter” refresh campaign, the Molson Coors brand is bringing together a few classic summer staples: baseball, beer, and ice cream.

The brand partnered with sporting goods brand Rawlings -- which has served as Major League Baseball’s exclusive supplier of bats, helmets, and other equipment for over 40 years -- as well as boozy ice cream maker Hardscoop to launch Blue Moon Home Run Twist.

The 2% ABV ice cream, is being sold in two-packs, served in a Blue Moon x Rawlings helmet inspired by the plastic souvenir helmets common in ballparks

According to Courtney Benedict, vice president of marketing, Above Premium Beer at Molson Coors, Blue Moon worked with Hardscoop to “combine the bright and citrusy flavors of Blue Moon’s iconic Valencia orange peel with a deliciously rich Madagascar vanilla” -- but it took a little practice to deliver a winning combination. “We went through a couple iterations before we hit it out of the park,” Benedict told Marketing Daily.

Blue Moon Home Run Twist is available for sale as a two-pack for $49 via Hardscoop’s website while supplies last, via online delivery to customers 21 and older. The product launched last week and features a second drop of the release on May 23. At checkout, consumers have the option to add another ballpark snack staple, like peanuts, to top their ice cream and complete the ballpark-at-home experience.

According to Benedict, Hardscoop made over 100 gallons of the product, and the Blue Moon brewery location in Denver will also offer Blue Moon Home Run Twist and Belgian White Creamsicle Float as an add-on purchase, beginning  May 21, while supplies last.

The brand is also running a “Brightness On Deck” promotional giveaway centered around another baseball tradition. In partnership with Rawlings, the brand invites fans to collect virtual trading cards online, which enter them into a sweepstakes to win instant cash prizes (delivered via Venmo), and a chance at the monthly grand prize of a $1,000 Rawlings shopping spree.

Blue Moon also partnered with Rawlings on a baseball-themed apparel activation featuring a varsity jacket, hat, baseball, and leather goods such as a wallet, koozie and keychains.

As Benedict alluded to, the baseball focus of the campaign hearkens back to the brand’s roots as a beer brewed at Colorado Rockies home stadium Coors Fields’ Sandlot Brewery.