MERCADEO Versión en español

ALMA Will Handle MillerCoors Creative Duties on Sol Beer

Manuela Walfenzao | 25 de septiembre de 2017

La misión de la agencia será dar a conocer esta cerveza dentro de EE UU

After a competitive review, MillerCoors picked ALMA to handle creative duties on Sol, a Mexican brew that the company is taking over from Heineken. MillerCoors is expected to give the brew significant marketing support, because Sol represents MillerCoors entry into the hot-selling Mexican import category. Heineken prioritized its two larger Mexican brews, Dos Equis and Tecate. “The key to succeeding in the competitive Mexican import category will be a measured, differentiated strategy, and compelling creative, and that starts by bringing on board the best partners” said Ashley Selman, MillerCoors VP-Brand Marketing in a company memo announcing the addition of ALMA.ALMA’s selection strengthens MillerCoors ties with DDB Worldwide, coming two months after DDB Chicago won Miller Lite creative.