It happens once in a blue moon… That is, a blue moon. No, the moon doesn’t literally turn blue. Technically, it means there’s an extra full moon once every two and a half years, on average. This month, Aug. 31 to be exact, is the next blue moon, which won’t show up again until 2015.
This relatively rare event was the perfect opportunity to promote – what else? – Blue Moon beers. It also happens to coincide with a MillerCoors display design contest, so account representatives Anthony Copetillo and Vinnie Montemurro and P.O.P. shop manager Steve Lalio of The Nackard Companies in Flagstaff, Ariz., collaborated on a display concept for a Wal-Mart in Show Low, Ariz.
“MillerCoors put out a creative display incentive for August and September, which included Blue Moon. They showed us some examples of a full theme, and I thought this concept would be perfect for the season. It also gave us an opportunity to educate customers about all the characteristics of Blue Moon beers,” says Copetillo. “I give Steve some ideas and the points I want to see on the display, then he comes up with the design theme. Steve always has great ideas that are exactly what I’m looking for, so there are rarely any changes to his design.”
Lalio’s design is divided into three parts to comprise the full backdrop behind the beer display – in-depth information about the different Blue Moon beers (year-round, seasonal and specialty), a centerpiece to draw attention and illuminating copy about what a blue moon is – plus the phases of the blue moon that “float” in front of the backdrop.
“We submitted it to MillerCoors and it caused some ripples. They were happy to see that we’re educating the customers about Blue Moon,” says Copetillo. “I’ve been doing this for 18 years and now more than ever people want to know what food to pair it with, the flavors and the characteristics of each beer.”
The backdrop was printed on a Canon iPF8000S on LexJet 8 Mil PolyGloss Banner in seven 36″ panels, which were then stapled to the wall. Lalio says he designed it in Photoshop and used the ONYX RIP to properly tile it so that it could be spliced into one seamless backdrop. The total size is 21 feet wide by six feet high.
The moon phases, which dangle from fishing line a few feet in front of the backdrop, were printed on LexJet TOUGHcoat Water-Resistant Self Adhesive Polypropylene, laminated with LexJet 3 Mil Luster UV Standard Low Melt and applied to a heavy card stock.
“I used the PolyGloss Banner for the backdrop because I knew the Blue Moon and fall colors would really pop out with that material. We designed it so that it was informative about not only the beer, but the blue moon,” adds Lalio.