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.