Ogilvy Gets Back Into the Beer Business

Adds Corona Light, Modelo Especial after a review

The Chicago office of Ogilvy & Mather is adding creative responsibilities for Corona Light and Modelo Especial, brands that had been handled by Goodby, Silverstein & Partners since 2011.

Meanwhile, Horizon Media continues to plan and buy media on the brands, and Cramer-Krasselt, Chicago, remains the creative lead on flagship brand Corona Extra.

Modelo Especial has grown at high double-digit rates over the past several years while Corona Light is the No. 1 imported light beer in the U.S. and the No. 5 imported beer overall, according to their parent company, Constellation Brands. The two brands collectively spent nearly $30 million in media last year, the bulk of which—$22 million—went toward Modelo Especial, according to Kantar Media.

Constellation confirmed previously that it was splitting with GSP in a move that one of its representatives described as a mutual decision, saying, "We see a good amount of opportunities that are untapped for future growth and we needed a shift in strategy, so we mutually agreed to go in different directions."

The shift came after a brief review.

As for the new agency, Jim Sabia, the chief marketing officer of Constellation's beer division, said that Ogilvy "brings a passion for our brands, a collaborative approach and creative ideas rooted in consumer insights."

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