Burnett named lead agency for Coors Light

The Chicago shop
will guide
several agencies
in a campaign to
help the brewery
“bring drinkers
back to beer”

MillerCoors this week tapped Leo Burnett to help reinforce the brand direction and overarching marketing campaigns for its Coors Light account.

The account, which was previously handled by 72andSunny, went into review this past March.

The move reflects a new “marketing approach with the aim of bringing drinkers back to beer,” according to the MillerCoors blog.

Spearheaded by MillerCoors Chief Marketing Officer Michelle St. Jacques, the new approach hinges on three key priorities: A ruthless focus on recruitment, especially among younger legal-age drinkers; building brands “that more people want to hang out with;” and being “bolder and faster” with new ideas.

Michelle St. Jacques
Michelle St. Jacques

“It’s all about moving with speed over perfection,” St. Jacques explains. “It’s about taking smart risks. Connecting with consumers. Trying new things in marketplace. And throwing gasoline on what is working, and stopping the things that aren’t working. We need to be sprinting, and that’s the way we’re going to continue to win.”

A broader roster of agencies — including Miller Lite lead agency DDB, Arc, Connect at Publicis, ICF Next and others — will be charged with “generating breakthrough ideas to help the brand connect with consumers,” says Ryan Reis, vice president of the Coors family of brands.

“This isn’t about which agency is doing what. The focus is on giving this brand the best ideas out there to help move it forward,” Reis says. “We have a two-point trend change from the end of 2018, but that’s not enough. We’re confident we’ve laid the foundation in the right place, but we need to keep building until we have a gleaming skyscraper that a new generation of drinkers wants to move to.”

Britt Nolan
Britt Nolan

Leo Burnett is understandably excited about creating new work, which is expected to hit this summer.

“We’re beyond excited to be working with Coors Light,” says Britt Nolan, co-president and chief creative officer of Leo Burnett Chicago. “It’s an amazing and iconic brand, with an incredibly talented team on the client side who totally share our point of view of what great work is.”

Source: MillerCoors

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