Coors Taps FCB/S.F. For Beer Brand

SAN FRANCISCO – Foote, Cone & Belding here, riding the success of its launch campaign for Adolph Coors Co.’s Zima ClearMalt, has been tapped by the Golden, Colo.-based brewer to handle the advertising for its troubled Coors beer.
Billings for Coors beer, which plummeted from a high of $45-million while at incumbent GSD&M in Austin, Texas, are expected to increase to $5 million from $2.3 million last year. Coors spends a total of about $122 million on advertising.
Coors decided against consolidating the business with FCB/Chicago, which handles the brewer’s $60-million Coors Light advertising, because it prefers working with several agencies, a source said. The company also believes its agencies should have beer experience, and FCB is the only one of its shops that doesn’t. Finally, FCB’s location in the West, Coors strongest market, also played a role, this source said.
Steve Gurasich, chairman/ceo of GSD&M, said the decision to move the account was a mutual one between agency and client. The agency will continue to work with the brewer on a national roll-out of Coors Dry and an undisclosed new product.
Tom Pirko, president of the marketing consulting firm Bevmark, Inc. in L.A., said Coors has learned from the success of Coors Light and was likely attracted to FCB/SF because of the ‘snap and pizzazz’ in the shop’s work. He thinks Zima was a testing ground for the agency. ‘They will deliver high energy creative there, which is what Coors needs right now,’ Pirko said.
FCB referred calls to Coors and execs there could not be reached at press time.
Copyright Adweek L.P. (1993)