Sales campaign with no advertising added

Item in the latest issue of Advertising Age magazine:

"Blue Moon beer is going national. Pass it on."

Since American craft brewers as a whole saw sales increase by 9% last year, the niche is getting special attention in the highly-competitive industry that has been experiencing a general downturn.

Molson Coors Brewing Co. is seizing the opportunity to shore up its sales figures by launching a national rollout campaign for its Belgian-style wheat beer, but doing it by word-of-mouth rather than through a traditional advertising campaign. The theory is that because Blue Moon, a 10-year-old brand, has seen three straight years of double-digit sales growth without advertising, why bother now?

Anheuser-Busch, which is trying all sorts of things to improve its sales, including hooking up as the U.S. distributor for hot foreign beers, recently launched its own Belgian-style wheat beer called Spring Heat Spiced Wheat.

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