With the wild success of their summer seasonal wheat ale, Oberon, Bell’s Brewery needed something to fill that shelf space during the colder months, too. Enter the first ever brand extension of Oberon: Oberon Eclipse. There was a lot of balance here, especially when dealing with such a beloved brand. Our campaign needed to answer a lot of questions. What does Oberon Eclipse taste like? How’s it different from the original? When is it sold? Is it new? Why make a winter Oberon? Our hardworking launch campaign boosted awareness of the new beer, informed drinkers on the flavor, and sales outperformed all anticipated benchmarks. Cheers, y’all!