MillerCoors likes the weather in L.A.
About six weeks after announcing that it would be leaving the agency created to run its business, the company has given its biggest brand Coors Light to 72andSunny. This move follows TBWA\Chiat\Day L.A.’s Miller Lite win by almost exactly one year.
The MDC shop beat out fellow Angelenos 180 and Deutsch to score the business, and the client’s new CMO David Kroll sent AdAge a statement about it today:
“This agency review was incredibly competitive, with three outstanding agencies showing an amazing depth of strategic thinking and creativity. 72andSunny was awarded the business based on a clear ability to build brands that speak with a bold intensity and distinct POV. They demonstrated an inherent understanding of today’s drinker and how to engage them in a multi-channel, unplugged world. I truly appreciated their competitive grit and drive to build brands that define their respective categories.”
72 will now handle creative for both Coors Light (which is struggling to regain its market share) and Coors Banquet (which no one has ever heard of).
The brand’s relationship with Cavalry had begun to fall apart before Kroll’s July appointment. Founder Marty Stock–who had previously handled the account at FCB before going solo and taking the business with him–fired CCO Jim Larmon in May right after the client decided to trash an entire campaign focusing on a mountaintop guru.
Stock implied that Larmon would be replaced, but that is not going to happen as the review marked almost-certain doom for the “underdog” Chicago agency.
Despite all the buzz about young, hip drinkers preferring craft beer, Coors Light remains America’s second-largest selling brew. And MillerCoors spent a hefty nine figures promoting its various brands last year alone.