Bromley Satisfies Its Beer Thirst

Coors Brewing Co. has selected Bromley Communications to handle a portion of its Hispanic advertising in support of the Coors Light brand.

The San Antonio shop bested crosstown rival Cartel Creativo and Publicis Sanchez & Levitan of Dallas in the finals of a review to win the estimated $10-20 million assignment.

Coors initially contacted 10 agencies in February about the creative account, which will target Mexican Americans.

Coors previously worked on a project basis with Casanova Pendrill Publicidad in Irvine, Calif. That relationship ended last year when the client decided to seek “other capabilities,” according to Coors representative Hilary Martin.

The Golden, Colo.-based brewer will continue to use the Puerto Rico office of its Chicago-based general- market agency, Foote, Cone & Belding, for additional Hispanic advertising, particularly to reach consumers with a “Caribbean heritage” living on the East Coast, Coors said.

Both agencies will work on “special nationwide programs,” producing ads, for example, to support the U.S. tour of Mana, a Latino band Coors sponsors.

Bromley does not yet know the details of its assignment, according to vice president of client services Pablo Trench. New creative work is not expected until 2003.

Media buying and planning for the Coors Light Hispanic business will continue to be handled by Omnicom’s Spot Plus of Dallas.

Bromley will participate in some creative work for the Coors brand as well, Trench said.

Trench credits the win to the “seamless integration” among the agency’s strategic, creative and account management teams during the client presentations, as well as its success with the Hispanic business of Anheuser-Busch’s Bud Light between 1991 and 1998.

“We made a significant contribution to turning around Bud Light in the Hispanic market,” Trench said. “We were thirsty to have a beer account again; we want to repeat the success we’ve had in the past.”

Paul Mendieta, director of ethnic marketing for Coors, also appreciated Bromley’s experience marketing to the three-tier system of distributors, retailers and consumers: “They demonstrated they will bring that expertise [and] combine it with our direction to create a powerful brand essence for Coors Light.”

In 2001, Coors spent $10 million in advertising aimed at Latinos, according to Hispanic Business magazine.