1st BATCH OF FILES AVAILABLE NOW!

While MC is making moves across the org under new ceo Rahul Goyal, "early moves suggest the solution [to MC's and beer industry's challenges] begins with marketing," wrote Ad Age in a lengthy article headlining "How Molson Coors is putting marketing at the center of its comeback bid." Yet MC has "opted out" of advertising during the Super Bowl in 2026 after 3 yrs in the spotlight, Ad Age also noted. Very little in the article on decision to pass on Super Bowl. But price tag keeps rising for Super Bowl airtime, to the tune of ~$8 mil per 30 seconds on avg, and the ROI's tuffer to justify for MC, at least currently, even as others in alc bevs (besides AB) like Sazerac are justifying the expense next yr. "There are years when the ROI of a national Super Bowl ad is worth it, and there are years when you can use those dollars in smarter ways that drive results on the ground," cmo Sofia Colucci told INSIGHTS separately. "This year, we&#39;re passing on a national Super Bowl ad and instead investing closer to our consumers and customers through a national retail program in the weeks leading up to the big game, and launching new campaigns for other major moments like the Olympics with Peroni and the World Cup with several of our key brands," she added.From "Actually it's a Blue Moon commercial" in 2023, featuring Miller Lite, Coors Light and Blue Moon, to Coors Light's Chill Train with LL Cool J as the conductor in 2024 and "Case of the Mondays" earlier this yr, MC's 3-yr run on the Super Bowl stage was a mixed bag. And while "Case of the Mondays" ad got big praise from Ad Age and USA Today, the campaign was relatively short-lived and the broader trends are the trends. After brief growth spurts in 2023 amid Bud Light's fallout, Coors Light volume dipped 2% and Miller Lite volume was down nearly 3% all-channel in 2024 and this yr Coors Light volume's down 6% and Miller Lite's down nearly 8% in scans YTD thru mid Nov. Blue Moon declined double digits in 2023, the yr it got brief Super Bowl airtime, followed by mid single-digit decline all-channel in 2024 and volume off 11% in 2025 scans YTD. Tho gotta note, Coors Light has outperformed most other mainstream lagers thruout its Super Bowl run and Banquet is one of the top growth brands in the industry.Sofia's First Yr as Head Mktg Honcho; MUSCLE Mantra; Tuff Trends and "Attractive Targets" Ad Age points to Sofia reporting directly to Rahul and her expanded oversight of innovation, field marketing and media "as the company bets that stronger creative, better alignment with agencies and sharper execution at retail can help reverse its decline." Mktg approach has shifted from "fast, messy, awesome" under former cmo/cco Michelle St Jacques to "tighter focus on accountability and execution under Colucci," according to Ad Age. Editor's note: MC, MSJ and Sofia had already stated an evolution from "fast, messy, awesome" mindset in past yrs and Sofia's held cmo title since early 2023. But 2026 will be first yr of Sofia's mktg outside of MSJ's purview.This is all part of co's "MUSCLE" marketing mantra (standing for "Magnetic, Unexpected, Simple, Connected, Long-term, Effective") that it developed in a 2023 meeting with media and PR teams plus agency partners after a two-day meeting in Chicago, article notes. MC currently works with a variety of shops including Rethink, Leo, DDB, Droga5 and Mischief @ No Fixed Address, but multiple quotes from MC execs suggest there's greater "alignment" across the board these days. All that leads to MC's latest campaign "Just Bring the Beer," which debuted early last week. Putting beer and beer's strengths in social connection at the center of its message to consumers is part of co's broader initiative across its portfolio, Sofia reinforced to Ad Age. But MC "now needs its brands to deliver on that idea," it wrote.Article does not shy away from MC's tuff trends, citing brand, company and industry declines along with critical comments from a distributor source, industry mktg vet Marty Stock, and Tivoli ceo Ari Opsahl, plus more measured comments from analysts Conor Rattigan of Consumer Edge and Drew Levine of JP Morgan. It's also "yet to produce a true breakout brand outside its light-beer core," wrote Ad Age, despite its efforts to premiumize and become a "total beverage" company. RTD spirit brands like Surfside, Carbliss, Monaco and Finnish Long Drink are other "attractive targets" for MC to consider, tho they "may not necessarily be for sale," sez Ad Age. In the meantime, MC's looking to build on traction gained on Coors Banquet and Peroni, star power added on Blue Moon with Colin Jost and very early days of sociability theme that will permeate across core brands.

MC "Putting Marketing at the Center of Its Comeback Bid," Sez Ad Age; No Super Bowl in 2026; Not Worth it "This Year," Sez Sofia

Publishing Info