Seeking wider awareness among African Americans for its best-selling brand, Coors Brewing Co. is reviewing target agencies for Coors Light, according to sources.
African American specialty shops across the country have been contacted by the Golden, Colo.-based brewer, sources said. The brewer has indicated that Coors Light ad spending targeted at African Americans could reach $7 million under the selected agency, sources said.
The general market agency for Coors Light is Foote, Cone & Belding in Chicago. FCB's San Francisco office handles the Coors brand. Casanova Pendrill Publicidad in Irvine, Calif., handles Hispanic advertising for Coors Light. The Uniworld Group in New York has handled African American ads for the brewer.
--Trevor Jensen and Tanya Gazdik