Agencies battle for £20m Coors media

LONDON - Molson Coors is reviewing its £20 million UK media planning and buying account.


The US brewer, with brands including Carling, Coors, Grolsch, Stones, Caffrey’s and Worthington’s Creamflow, is thought to have invited four media agencies to pitch for the account, which is currently handled by the Aegis-owned Vizeum.

A pitch process, handled by ISBA, kicks off with meetings with the invited agencies later this month.

Last month, Molson Coors launched a £3.5 million marketing campaign for its Coors Light brand with a 30-second UK television and cinema ad.

The campaign, created by Leith, introduced the strap-line: The world’s most refreshing beer.

The brewer also plans to launch its low-alcohol lager brand C2 in a bottle size that contains a single unit of alcohol.

The aim of the product is to help drivers to keep check of the number of units they consume.

Molson Coors recently acquired the UK arm of Cobra Beer through a joint venture with the Cobra founder Lord Karan Bilimoria in May.

The sale was agreed following the appointment of an administrator to Cobra.

This week, Molson Coors said that its second-quarter profits more than doubled.

It earned $187.3 million in the three months to the end of June, compared with earnings of $79.4 million in the same period last year.