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MillerCoors, LLC | Company Profile, Marketing Contacts, Media Spend, Brands




MillerCoors LLC, headquartered in Chicago, IL, markets and distributes imported beer brands such as Miller Lite, Miller High Life, Coors, Steel Reserve, and Molson Canadian. MillerCoors LLC is a joint venture between SABMiller and Molson Coors Brewing Company.

Main Telephone (303) 279-6565
Main Fax (303) 279-6718
Primary Address
Post Office Box 4030
Golden, CO 80401-0030
USA

MillerCoors, LLC Contacts

Contacts (5/112)
Name Title State
Peter C. Vice Chairman, Molson Coors & Chairman, Miller Coors CO
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (303) 279-6565
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 4030
Golden, CO
80401-0030
USA

Gavin H. Chief Executive Officer CO
Keith V. Master Brewer & Founder - Blue Moon Brewing Company CO
Jeff H. President, Miller Brewing Company WI
Jake L. Consultant - Jacob Leinenkugel Brewing Company WI

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Blue Moon ********
Extra Gold Lager *****
Coors Light *********
Coors Non-Alcoholic *****
Hamm's *

Agency Relationships


Brand Agency Service From To
**** **** ******* ********* media buying & planning unknown present
**** **** ********, **** & ******** creative 2015 present
***** ******* ********* media buying & planning unknown present
***** ********** creative, digital 2015 present
***** ******* ********** Creative 2015 present

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DailyVista

H2 Media Opps: Blue Moon debuts new campaign


Subject: digital, display, TV, radio, print, outdoor

Brand: Winmo)

Opportunity: After naming here), Blue Moon has now debuted the first new creative work.  The new campaign eschews the beer’s longstanding “Artfully Crafted” tagline, opting instead for “Something’s Brewing.” This new line is “less about a painting hanging on a wall and it’s really about the idea of creating…it’s the process of creating.” said Ashley Selman, MillerCoor’s VP of marketing for emerging and economy brands (sure, because that makes perfect sense).

The campaign will run all year, as part of Blue Moon’s efforts to expand beyond its peak summer selling season, so sellers should look for more revenue from the brand throughout 2016. Since Selman told AdAge that the ultimate goal of the campaign is “to connect with consumers who consider themselves creative and appreciate beers and brands that share that creative spirit,” sellers who can get the brand in front of these types – namely  millennial hipsters – should reach out now. This means turning slightly from the MillerCoors’ modus operandi of targeting sports properties and branching out to a slightly different audience (note: not forgoing sports). 

Sellers, Blue Moon’s spend is highest in H2, so do not waste time and reach out now for those dollars. According to The List, IPG's Initiative still handles Blue Moon's media buying and planning.

Additional Information

Media Spend: Kantar Media reports that Blue Moon spent $18.4 million on measured media through Q3 2015 – more that FY 2014 spend ($17.1 million).  Just over 80% of reported 2015 spend was allocated to broadcast ads, while the remainder went mostly to display (10.6%) and OOH (7.8%).

National TV Spend: Spot reports that Blue Moon spent $27.4 million on national TV spots for FY2015 – doubling what it spent in 2014  ($13.8 million). See charts for 2015 channel/show targeting. Note that for 2015, spend was non-existent until April and, from there, was relatively consistent with a spike at the end of the year. 

Digital Breakdown: Per Moat, Blue Moon ran 32 display ads on 28 publishers (36% mobile). Top ad destinations included amctv.com, eater.com, gawker.com and grantland.com (96% placed site direct versus programmatic). The brand also ran 39 high impact and five video ads last year. For 2014, 17 display ads were run on 81 publishers, such as bleacherreport.com and thesuperficial.com (67% mobile; 90% site direct). 

So far this year, Blue Moon has run only three display ads on four publishers, but look for this to increase as the new campaigns deploy.

Winmo)
250 South Wacker Dr.
Suite 800
Chicago, IL 60606
(312) 496-2700

Ashley Selman 
Vice President, Brand Marketing – Emerging & Economy Brands
(312) 496-2700
Ashley.selman@millercoors.com

Ryan Hemsing
Director, Marketing – Blue Moon and Leinenkugel's 
(312) 496-2700
ryan.hemsing@millercoors.com

David Kroll
Chief Marketing Officer
(312) 496-2700
david.kroll@millercoors.com