Agencies line up as Coors Lite UK plans advertising assault

The US brewing giant Coors has called a review of its Coors Lite premium beer brand in preparation for a major UK assault.

The incumbent, Banks Hoggins O'Shea/FCB, will battle it out with J. Walter Thompson, Soul and Coors' UK roster shop Leith to handle a multi-million-pound relaunch.

The winning agency will be tasked with helping Coors to raise the profile of its Lite brand and strengthen its overall position in the UK market.

Coors Lite is a worldwide beer brand and uses the FCB network to handle its global advertising account. However, it has limited distribution in the UK.

BHO is currently running two test campaigns in Ireland and Scotland where the Coors Lite brand is already well established.

The review was prompted by Coors' $1.7 billion acquisition of the Carling division of Bass Brewers from Interbrew in 2000. The deal, which included brands such as Caffreys and Worthingtons, gave Coors control of nearly 20 per cent of the UK beer market.

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