For the naming rights of the 2012 Autumn Festival Gala, what is Blue Moon insisting on?
In an atomized society where "connection" is becoming increasingly scarce, we still need a gala to "connect".
Recently, the "Moonlit Reunion Concert", exclusively sponsored by Blue Moon and presented by China Media Group (CMG), was held on the Pearl River in Guangzhou. As the prelude to CMG's Mid - Autumn Festival Gala this year, the concert, with the moon as the guide and songs as the boats, heated up the national sentiment in advance before the arrival of the full - moon night.
Counting from the first CCTV Spring Festival Gala in 1983, the tradition of hosting large - scale galas in China has a history of more than forty years. As a collective ritual that carries the emotions of the whole nation and the memories of the era, the tradition of CMG's galas remains fresh and relevant in the current technological evolution.
Just like the "Moonlit Reunion Concert" held on the Blue Moon Supreme cruise ship, it not only used the Pearl River water as the screen and the city lights as the scenery to create a "water - based immersive musical gathering". Especially with the immersive experience on the vertical screen online, it broke through the traditional framed form of galas.
In terms of narrative, it took the spiritual expressions of music, river scenery, and humanities as the main line, connecting the classic and the popular, different generations, and different regions. Singers from the Chinese mainland and Hong Kong sat outdoors on the deck of the Blue Moon Supreme cruise ship, using popular masterpieces to connect the past and the present.
If "emotion" is the core that this natural concert wants to convey, then the "full moon" is the bond that connects the emotions of countless nationals.
According to CMG's data, as of now, the total online live - viewership of the "Moonlit Reunion Concert" has reached 61.186 million, reaching an audience of 532 million person - times. Especially on Weibo, a mainstream social platform, not only has the topic #Moonlit Reunion Concert# exceeded 340 million views, ranking first on the list of online variety shows in the Weibo variety show popularity index, but also 22 related topic words have made it onto the Weibo hot - search list.
With CMG's simultaneous promotion on major mainstream platforms at home and abroad, this artistic expression between traditional culture and modern aesthetics has also aroused an emotional resonance between Blue Moon and the nationals. This also confirms the current opportunities in brand communication: As people are more inclined to low - density information such as short videos, a concert lasting dozens of minutes seems "outdated". However, precisely because of its "slowness", it has become a field for emotional precipitation.
A question worth exploring is: In today's era of fragmented information, what makes a daily - chemical brand willing to use a gala and twelve years to tell the same story of "the art of cleanliness, a better life"?
Redefining cleanliness with art, Blue Moon's long - termism
We have long entered an aesthetic society.
As early as the end of the 20th century, German sociologist Wolfgang Welsch proposed the concept of an "aesthetic society". In his view, when aesthetics penetrates into the construction of commodities, behaviors, spaces, and identities, consumption is no longer dominated by practical logic but has become a kind of daily "aesthetic choice".
In fact, this view has been verified in reverse by the mass media. In 2019, New Weekly analyzed the phenomenon of the "low - aesthetic society" in a special feature, pointing out that in an era of information explosion and fragmented attention, the excessive pursuit of speed and entertainment is quietly eroding the public's aesthetic perception.
The result of this phenomenon is that consumers are gradually losing sensitivity to the same old brand expressions. And art, precisely, provides a new way of expression, enabling the brand to break away from the traditional communication routines and find a new entry point in emotional resonance and value transmission.
This is why Blue Moon chooses to get closer to art. By having a long - term relationship with art, it injects more poetry into consumers' daily lives. Behind this, it not only reflects the aesthetic - driven upgrading of mass consumption but also is the strategic core of Blue Moon's long - term implementation of the concept of cleanliness, making "a better life" a reality.
First of all, from the perspective of consumer demand, after the functional needs are met, consumers often need an "emotional token" to gain a sense of "life" and "identity". As an emotional expression of Blue Moon, art can transform "cleanliness" from a physical action into a state of mind, an aesthetic value, and a lifestyle.
This also confirms the current consumption change led by emotions. According to the "2024 China Consumer Trends Survey" released by McKinsey, 64% of consumers attach more importance to spiritual consumption, and young consumers are more in pursuit of spiritual pleasure and psychological satisfaction.
Secondly, art is the "slow variable" in the process of building the Blue Moon brand. In the highly competitive daily - chemical industry, competing in terms of ingredients, packaging, and price has become the mainstream, and brand investment often focuses more on short - term popularity and immediate conversion. As a brand with strategic endurance, Blue Moon reshapes the perception of cleanliness with art to start a differentiated competition.
This is because art, as a natural way of expression, has the content characteristics of low interference, high perception, and strong superposition. It is not a forced information output like a big - character poster but helps Blue Moon build its unique aesthetic philosophy and cultural identity through spiritual connection and resonance.
In the traditional context, "cleanliness" is often a functional and cold - blooded word. But under Blue Moon's reshaping, it has been given a new annotation: a metaphor for the order of life, a gentle and restrained aesthetic expression, and a spiritual order quietly established in daily life.
Telling the story of a Mid - Autumn Festival Gala for twelve years, the emotional resonance between Blue Moon and the nationals
Illustration, photography, curation... Different brands seek a deeper emotional connection and cultural resonance with consumers through different art forms. But among so many art and cultural scenarios, why does Blue Moon firmly choose a Mid - Autumn Festival Gala to convey the expression of "cleanliness"?
On the one hand, it is the echo of imagery.
The most symbolic image of the Mid - Autumn Festival Gala, the moon, naturally echoes the brand name Blue Moon. In Chinese traditional culture, the moon not only symbolizes reunion, watching, gentleness, and cleanliness but also carries sustenance, watching, and romance. Therefore, the Mid - Autumn Festival Gala, with this important image, lays the foundation for emotional resonance for Blue Moon.
On the other hand, it is the fit of concepts.
The artistic expression adhered to by CMG's Mid - Autumn Festival Gala is also highly consistent with the brand value of "cleanliness" advocated by Blue Moon. Whether it is the blank space on the water and the flowing light and shadow on the stage of the gala, or the gentle rhythm and restrained emotions throughout the gala, there is an order, restraint, and quietness of Eastern aesthetics flowing behind them, and a subtle and lasting romance permeates the details. This is exactly the brand belief that Blue Moon has always adhered to: Cleanliness is not only physical cleaning but also a sense of order in life, a sense of psychological stability, and a sense of aesthetic comfort.
Blue Moon puts forward "Let every family live in the world of Blue Moon - clean, healthy, comfortable, decent, and happy", and the scenario constructed by CMG's Mid - Autumn Festival Gala just provides a concrete stage space and an emotional resonance field for this "cleanliness".
In fact, the cooperation between Blue Moon and CMG's Mid - Autumn Festival Gala is a two - way journey that has lasted for 12 years.
Since 2014, Blue Moon has joined hands with CMG's Mid - Autumn Festival Gala and has become a regular program during the Mid - Autumn Festival. Over the past twelve years, with the exclusive sponsorship of Blue Moon, the Mid - Autumn Festival Gala has always adhered to the artistic pursuit of "beauty, sincerity, lyricism, and romance". Centering on themes such as "patriotism", "moon culture", and "Yangtze River culture", through a chapter - based structure, real - scene stage design, and the integration of symphony, opera, dance, and other diverse art forms, it has demonstrated the profound heritage of traditional Chinese culture.
From focusing on the dialogue between Confucian thought and modern civilization in 2018, to expressing the deep patriotism with "Flowers in Full Bloom and the Moon in Full Circle", "Love for the Motherland", and "Sharing the Same Moon" in 2019; from setting up "The Rising Moon", "Where Is My Hometown", and "Thousands of Miles Away from Home" around the theme of "homesickness" in 2020, to showing the poetry of the Jiangnan region with "The First Glimpse of the River Moon", "The River and the Moon", and "The Everlasting Moon" in 2022, and then to connecting cultural symbols such as Dunhuang art, shadow - play intangible cultural heritage, and the "circular stage" through "The Rising Moon", "The Moonlight", and "The Bright Moon" in 2024.
It can be seen that as a partner of CMG's Mid - Autumn Festival Gala, Blue Moon has been deeply involved in and supported this national - level gala through exclusive sponsorship for 12 consecutive years. It can be said that in the collective memory field of Chinese families, Blue Moon has created a consistent companionship and presence with art.
The cooperation between the two has long exceeded a high - profile brand exposure.
A more worthy question to answer is: The constant Blue Moon, the changing sponsors - Why does Blue Moon choose to stick to the "Mid - Autumn Festival Gala" when the list of gala sponsors is updated every year?
Compared with the previous sponsorship model where large - scale galas frequently changed cooperation brands, Blue Moon is not only the only brand that has cooperated with CMG's Mid - Autumn Festival Gala for 12 consecutive years but also the daily - chemical enterprise with the longest cooperation period in CMG's major programs. The scarcity of this cooperation duration makes Blue Moon, as a fast - moving daily - chemical enterprise, almost a kind of "anti - fast - moving consumer goods" existence.
From the concept of cleanliness to a better life
"When you sell a man a book, you don't sell him just twelve ounces of paper, ink, and glue - you sell him a whole new life." When the American literary writer Christopher Morley put forward this view in 1917, he probably didn't expect the arrival of the experience - economy era a hundred years later.
Nowadays, as people are more inclined to construct the meaning of life through consumer goods, the act of purchasing goods has extended to the establishment of a relationship. Just as a smartphone represents not just a communication tool but a highly interconnected digital life; coffee is no longer just a tool to refresh oneself but a slice of leisurely time.
This also fits Blue Moon's consistent business philosophy - The product is just the starting point, and the experience is the end.
In Blue Moon's view, a good product needs to be paired with scientific methods and high - quality services to truly solve the cleaning problems for consumers. Based on this concept, as early as 2013, Blue Moon launched the "Blue Moon Festival" and has been promoting the content operation and festival marketing of cleanliness technology for many years.
For example, in 2024, Blue Moon launched the "Supreme Cleanliness Journey" activity, inviting consumers to explore the washing technology museum and demonstrating the stain - removal skills on - site to convey scientific laundry methods. At the same time, it also invited users and the media to enjoy the scenery on the Pearl River and share its concept and stories of cleanliness.
