The article explores the unconventional advertising strategy of projecting brand logos onto the moon, highlighting its appeal for maximum visibility. It recounts marketing executive Steve Koonin's 1999 plan to project Coca-Cola's logo onto the moon, which, despite heavy investment, was abandoned due to logistical issues. This idea inspired subsequent campaigns, notably Rolling Rock's 'Moonvertising' in 2008, aimed at revitalizing the brand following negative public sentiment after production shifts. The article illustrates the blend of creativity and high-stakes advertising in the pursuit of capturing consumer attention.
In success it would be stupendous,' Koonin told The New York Times in 2008. 'Even in failure they'd be talking about you for a while.'
Back in 2006, Anheuser-Busch purchased the brand and moved all Rolling Rock production from its original Latrobe, Pa., brewery to A-B's facility in Newark, N.J., resulting in substantial backlash from longtime Rolling Rock devotees.
Two years later, beverage conglomerate InBev acquired Anheuser-Busch, forming AB-InBev, and the new entity decided to pull Rolling Rock out of the doghouse with a seemingly ambitious ad campaign.
In early March 2008, the Moonvertising campaign kicked off with a series of billboard and television ads coupled with the bold objective of projectiling its logo on the moon.
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