The Goal: Celebrate and amplify Blue Moon’s heritage as a beer that was truly “Brewed by Baseball,” reinforcing the brand’s authentic connection to the sport while engaging beer drinkers and baseball fans through culturally relevant content and storytelling.

The Execution: To kick off the MLB season, we partnered with Secret Base Rewinder to create a custom content series that brought Blue Moon’s baseball roots to life. Leveraging the platform’s strong credibility among baseball fans, the campaign centered around a custom episode hosted by MLB All-Star Dexter Fowler, who traveled to Denver to explore Blue Moon’s origins at the Sandlot Brewery, where the brand was first introduced to fans.

Beyond the hero content, Fowler hosted a series of Instagram Reels featuring baseball-themed Happy Hour Trivia, combining sports knowledge, entertainment, and product integration in a way that felt authentic to both the talent and audience.

The partnership continued through custom brand integrations within sponsored Rewinder episodes focused on memorable moments from the 1995 baseball season, the same year Blue Moon made its debut at Coors Field. To further extend the campaign, we developed a series of animated “Fast Fact” social videos that highlighted lesser-known baseball stories and trivia, creating highly shareable content that connected Blue Moon to the history, culture, and ongoing conversation surrounding America’s pastime.

Yes - I drank a lot of beer with Dexter.