Moosehead's 'This is Beer' campaign is all about proving that its beer is beer, no matter what you do to it—including launching a can of beer in space.
This series is styled as a set of product test videos, hosted by the enthusiastic Mark and Randy. In the 'Space Beer' stunt, a vacuum-sealed Moosehead Dry beer was propelled into space with a giant balloon, as well as a camera and a GPS system to ensure that the beer's journey could be tracked. As extravagant as the stunt is, it draws attention to the simplicity of Moosehead beer, especially in a market that's becoming saturated with unique craft brews and specialty flavors.
With a revived interest in all things that have to do with outer space, other alcohol brands like Jose Cuervo and Ardbeg have also sent beverages into the atmosphere for mixing and fermenting.
Celestial Beer Cans
Moosehead Launches a Simple Beer in Space in a Showstopping Way
Trend Themes
1. Outer Space-alcohol Marketing - Sending beverages into outer space for marketing purposes, drawing attention to the brand's unique product offerings and capturing the interest of consumers.
2. Simplicity in Craft Beer - Highlighting the simplicity and authenticity of beer in a market that's becoming saturated with unique craft brews and specialty flavors, offering a unique selling proposition.
3. Innovative Product Testing - Creating extravagant and attention-grabbing product test campaigns, like launching a can of beer into space, to showcase the brand's innovation and create buzz around the product.
Industry Implications
1. Alcohol/beverage - Opportunity for alcohol brands to stand out in a crowded market by leveraging outer space marketing and highlighting unique product features.
2. Craft Beer - Craft beer breweries can differentiate themselves by emphasizing the simplicity and authenticity of their beer, appealing to consumers looking for straightforward and traditional beer experiences.
3. Marketing/advertising - Innovative product testing campaigns, such as sending products into space, provide opportunities for marketers to create unique and attention-grabbing campaigns that generate buzz and engage consumers.