Molson Coors hands beer brands to VCCP Blue

Molson Coors is consolidating its Cobra and Staropramen brands into VCCP Blue.

Cobra: Molson Coors brand
Cobra: Molson Coors brand

The agency picked up the business without a pitch.

Karmarama was the incumbent on Cobra, having won the account in 2013. 

The following year, Karmarama created a TV spot called "live smooth", which featured an enigmatic spokesman called The Boss. It aimed to ditch the brand’s reputation as a beer that people only drink with a curry. 

Karmarama is still working on a campaign for Cobra that will be released later this year.

VCCP already handles two Molson Coors brands. It has overseen the creative business for Grolsch since 2014 and for Coors Light since 2011.

The consolidation is part of a restructuring at Molson Coors that follows a decline in profits at the company.

Molson Coors has used ZenithOptimedia for its UK media since 2009. The Publicis Groupe shop retained the £15 million account in 2014.

A company spokesman said: "Molson Coors are consolidating the advertising remits of its three leading world beer brands to one agency. This will see Cobra and Staropramen join Grolsch under VCCP Blue."

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More