The Leith Agency has been reappointed by brewing giant Coors Brewers to develop a nationwide campaign for its Coors Light brand.
The Edinburgh-based agency won the account after a three-way pitch against Beattie McGuinness Bungay (BMB) and the Dublin-based agency Chemistry.
Coors plans to increase marketing spend to £7m and return to television advertising. The brewer says it will roll out an integrated campaign towards the end of the year that will be dominated by television but is likely to include cinema and digital. It could also include press and radio.
Coors Light was introduced in the UK more than three years ago and now has annual sales of 2.5 million pints. The brewer is the seventh biggest lager brand in the world and owns the biggest Light brand outside the US.
Leith has recently won the marketing account for Coors Mexican beer brand Sol. The brand is preparing to mount a serious challenge to rival Corona. The agency’s brand consultancy division Leithal Thinking has already been working on the brewer’s brand positioning since 2005.