MillerCoors Sends New Cape Line Brand to Energy BBDO

By Patrick Coffee 

If we were tasked with coming up with an alcoholic beverage we might want to drink ourselves, we probably would not develop something best described as containing “about half the sugar and calories, on average, of leading flavored malt-base beverages.”

But then, to each his own. Free countries and free markets are far better for advertising, so who’s up for some flavored malt liqours?

MillerCoors has named Chicago’s Energy BBDO as AOR for its upcoming Cape Line brand after a competitive review. The news first went live on the client’s blog Friday.

The release says the line “will be made with six ingredients, none of them artificial,” including cane sugar. So it’s technically gluten free.

“The brand hits two sweet spots in the market: consumers’ desire for flavor and for lower calories,” it continues.

Here’s the critical line, though: “It will enter a space that’s outperformed the beer industry as a whole over the 52-week period ended August 4, according to Nielsen all-outlet and convenience data.”

So how did the Energy BBDO team pull it off? The client cited their prior beer experience, noting that fifty5Zero, a sort-of DDB joint that handles Blue Moon, and alma, which recently relaunched Sol, are both part of the network.

“We’re thrilled to join forces with the amazing MillerCoors team to launch Cape Line! We can’t wait to bring our spirits experience, brand building expertise and energy to this exciting assignment and partnership,” said agency president and CEO Tonise Paul.

The office’s most recent wins were Avocados from Mexico and Bayer’s companion animal global account.

Now we aren’t marketing consultants, but if MillerCoors were to accept our completely free and unsolicited opinions, they might want to go all the way back to 1982 and ask what will draw curious drinkers to the Cape Line: the fact that it tastes great or that it’s less filling?

Let it rip, Rodney.