Dive Brief:
- Less than a week after Coors brands gained a new lead agency, MillerCoors announced the winner in the Blue Moon brand review, Venables Bell & Partners.
- Venables Bell & Partners also recently picked up Leinenkugel's brand, another MillerCoors beer.
- According to Kantar Media, MillerCoors spent $23.4 million in measured media on Blue Moon last year.
Dive Insight:
After putting its brands under review, MillerCoors' advertising landscape is beginning to take shape.
The latest move is announcing Venables Bell & Partners as the lead agency for the Blue Moon brand, the 18th largest beer brand last year.
In a memo to distributors, MillerCoors explained the choice, saying, "VB&P has demonstrated through its award-winning work on brands like Google and Audi that it has a keen understanding of how to move the needle with millennial consumers for sophisticated brands. VB&P will leverage its deep understanding of the consumer to differentiate Blue Moon and Leinenkugel's in the marketplace, and accelerate growth for both craft breweries."
The Blue Moon announcement comes less than a week after MillerCoors chose MDC's 72andSunny as the lead creative and digital agency for the Coors brands, including Coors Light, the number two beer in market share.