As we predicted: Big Beer Brand goes into Review (free to see)
Steve’s breakdown: On January 21st our logged-in headline boldly read: Coors Light Review Prediction. We hope you made all the proper moves back than because IT IS ON!!
CHICAGO, IL: It’s among the first major moves under new Chief Marketing Officer Michelle St. Jacques, who joined the brewer from Kraft Heinz.
“With the stated need to better connect with younger legal drinking age consumers, for the first time in over three years Coors Light is opening up its roster of agencies,” a MillerCoors spokesman said in a statement.
The review is among the first major moves made under Chief Marketing Officer Michelle St. Jacques, who recently joined the brewer from Kraft Heinz.
MillerCoors shoveled $184 million in measured media into the Coors family of brands in 2017, according to the latest data from the Ad Age Datacenter. Coors Light accounts for most of that spending.
In December MillerCoors moved Coors Banquet, which is much smaller than Coors Light from 72andSunny to Mekanism. The brewer is expected to launch a formal agency review for Coors Light.
Under 72andSunny, the brand in recent months has tried to recapture its momentum by playing up emphasizing its its classic “World’s Most Refreshing Beer” tagline.
Lately, Coors Light has been battling Bud Light in the wake of Anheuser Busch InBev’s Super Bowl ads that mocked both Miller Lite and Coors Light for using corn syrup in their brewing process. MillerCoors has responded by rallying support in the farming community, while pointing out that corn syrup is simply used during the brewing process but does not make its way into the final product.
Here’s our prediction for January 21st: