• by Teresa Buyikian , Yesterday

The fruit formerly known as orange has a new identity.  

Blue Moon beer is typically served with a slice of fresh orange as garnish, a reference to the brew’s Valencia orange peel ingredient and illustrated label design.

Beginning Sept. 10, the 30-year-old beer is “changing” the fruit side’s name to “what it truly is” – BlueMoonGarnish.

The “name change” campaign goes way beyond just renaming the fruit – it extends to a plethora of places and things containing the word or color “orange.” For example, the brand “renamed” (we’re assuming temporarily) the “Orange Line” on Chicago’s  elevated train tracks to read “BlueMoonGarnish line.” Boston’s “Orange Line” has also been renamed.

The brand’s press release stated it will, over the next several weeks, “introduce BlueMoonGarnish to places where the color formerly known as orange once was.” A couple additional examples cited include a BlueMoonGarnish Sweater and BlueMoonGarnish Chicken.

"For three decades, a Valencia orange garnish has been part of the Blue Moon experience, so we thought why not make it official and give oranges the name they were meant to have,” says Courtney Benedict, vice president of marketing for above premium beer at Molson Coors Beverage Company. "This is more than a garnish – it's a celebration of what makes Blue Moon a Blue Moon."

Customers in Chicago, Indianapolis, Las Vegas, Nashville, New York, Philadelphia and Pittsburgh who log on to BlueMoonGarnish.com (which redirects to the GoPuff home delivery service) to order Blue Moon will also receive a free bag of “custom-labeled oranges,” along with their delivery.

The campaign to commemorate the brand’s 30^th anniversary was created by Mischief @NoFixedAddress. An online spot, seen here, depicts a hand reaching into an orange orchard and pulling out a glass of Blue Moon with orange garnish.