Bell's Oberon, the cherished summer beer of the Midwest, captures the carefree nature of summer days. But what happens when you crave that attitude beyond the sunny season? Enter Oberon Eclipse: crafted for the off-season, with a touch more orange and a hint of added coriander.
Our goal was to launch Oberon Eclipse, seeking buy-in from the dedicated Oberon fan base. The challenge? Leverage Oberon's established credibility without overshadowing the OG Oberon experience.
Through outdoor, social media, and in-store tactics, our campaign employed strategic messaging and art direction. Both the original Oberon and the new Eclipse shared an equal spotlight—different, yet unmistakably Oberon. Because at its core, it remains true to its roots—a delicious, flavorful wheat beer symbolizing, embracing, and celebrating the ever-changing seasons.
Role: Art Direction, Design, & Production
In collaboration with: Lydia Writes Good, James Noellert, Chop & Hue