New MillerCoors CMO will strengthen marketing efforts

The management team at MillerCoors is changing. Gavin Hattersley, interim CEO of the company, announced that David Kroll, Innovation VP, will replace Andy England as new CMO. The changes in marketing strategies are due to low volume performance. Ed McBrien, Sales Chief, was also removed and Kevin Doyle, MillersCoors veteran, took his place.These announcements are abrupt, but figures revealed that the company is carrying out an important struggle to recover the sales volume of its main brands: Miller Lite and Coors Light. “Our near-term priority is around stabilizing and reversing the trends on those businesses”, explained Kroll. Our sales have dropped 2.4% in the last weeks of July.“I think we have been just a bit too scattered across our messaging over the past several years”, stated the new CMO. “In any given year we have shifted campaigns three, four, five times. And I think over time that really starts eroding the meaning of our brands. And you will see me very focused on bringing that consistency back”.Kroll has supervised the company´s latest launches: Miller Fortune, aimed at millennials; Redd´s Apple Ale, a flavored malt beverage; and soon they will have a new line called Henrys Hard Soda´s, low in alcohol. In the light of this scenario, the CMO expressed that “in the innovation game no one bats a thousand”.