To the surprise of absolutely no one, Coors Light is in review after four years with 72andSunny L.A.
The MDC Partners network made a fairly bold statement about skipping the pitch, so the question now becomes which agencies are interested in competing for that account.
At this time, our sources can only confirm that Leo Burnett Chicago will be pitching and that the client is running the review internally. We reached out to several agencies including that Publicis network, all of which either declined to comment or did not respond.
MillerCoors also declined to comment beyond yesterday’s blog post about the review.
The client is based in Chicago and has shown an understandable tendency to favor neighborhood shops with lots of beer experience under their belts. For example, it recently sent both Miller Lite and Blue Moon to DDB’s Windy City office, with the Omnicom operation creating a new division called fifty5Zero to handle the latter.
MillerCoors is also fond of Mekanism, which opened its first Chicago office in 2016 after picking up Redd’s, Smith & Forge and Henry’s Hard Soda and later added digital for the Coors Banquet brand last year (which had been with 72andSunny as well). So it wants to cover its digital bases as well.
But how can it really address its underlying business challenge, that being the persistent decline in big beer sales?