Coors Taps Carol H. Williams

Coors Brewing Co. has awarded its estimated $5-7 million African American advertising account to Carol H. Williams Advertising, following a two-month, nationwide review of several undisclosed African American specialty shops.
The Oakland, Calif.-based agency will create all African American advertising, marketing and sales campaigns for several Coors brands. The incumbent was Uniworld Group, New York.
Agency chairman and creative director Carol H. Williams was unavailable for comment at press time.
“Carol H. Williams Advertising demonstrated the thinking and creativity that we believe will provide a positive impact to our business,” said Ivan Burwell, Coors’ director of ethnic marketing. “Trends indicate that African Americans enjoy … Coors products. We require an agency capable of communicating our brand equities in an [intelligent, responsible and relevant] manner.”
Executives at Golden, Colo.-based Coors would not say which brands the agency might focus on. Sources said Coors’ best-selling brand, Coors Light, tops the list for promotion with African American consumers.
The brewer spent over $87 million from January through November 1997 on all advertising for Coors Light.