Coors poised for beer relaunch as agencies tender

Three agencies are in talks for a major consumer push for the relaunched Coors Fine Light Beer brand.

Coors Brewers is set to launch a consumer PR onslaught to promote its relaunched Coors Fine Light Beer brand.

Three agencies – TheFishCanSing, Cake and The Outside Organisation – have had talks with Coors about the upcoming PR campaign, according to Coors director of media services Stuart Cain.

The brand, which launched to the trade more than two months ago, will begin its consumer PR campaign in January, Cain said, with external PR fees understood to be at least £250,000.

Cain said: ‘There hasn’t been a formal pitch. We have seen ideas from each of them and it may be that we pick ideas from each of them.’

Cain and brand director Stuart Renshaw are co-ordinating the agency hire with a decision expected within a fortnight.

Coors Fine Light Beer was formerly known as Coors Light, but has been renamed to better appeal to UK drinkers, who are sceptical about drinking ‘light’ beers.

Cake and Outside handle music event management and media relations, respectively, for Coors’ Carling brand (PRWeek, 7 February).

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.