Molson Coors has shifted its Coors Light business to Rethink, just over a year after assigning the account to Leo Burnett.
The Toronto agency adds the AOR remit to its already extensive Molson Coors portfolio, which includes Molson’s other core brands Molson Canadian and Rickard’s.
Dave Bigioni, VP marketing for Molson Coors Canada, tells strategy the move to Rethink was born out of a desire for simplicity and efficiency, and praised the agency’s track record.
“In working with an agency that understands the nuances of our business, and how we work and what our go-to-market model is across retail, on-premise, social and media – it certainly wasn’t a cost-cutting exercise, but we recognize the efficiency of working with one partner.”
This is the third time the account has moved in two years. Leo Burnett picked up the brand in July 2013 as a result of client conflict with previous agency BBDO, which picked up the account in March 2013 from FCB.
Most recently, Leo Burnett unveiled a new campaign for Coors Light, introducing a Mountain Man who wears a bear hat that talks, in an effort to connect more emotionally with consumers. The repositioning efforts were meant to encourage people to seize the day and make the most out of life by saying yes to adventure.
“We’ve been on a journey with Coors Light to find a new creative space,” says Bigioni. “Leo’s a world-class agency, who’s very award-winning and [there are] great people there, we just felt the opportunity to consolidate the business under one umbrella with Rethink was one that, just from a business perspective, made sense for us.”
Bigioni did not reveal when new work under Rethink would be ready, but says he does not expect a change in the brand’s strategic positioning.
With files from Tanya Kostiw
