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).

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