Alma DDB Will Help MillerCoors Enter Mexican Import Market
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MillerCoors has picked Alma DDB to handle creative duties on Sol, a Mexican brew that the company is taking over from Heineken. Alma’s selection strengthens MillerCoors ties with DDB Worldwide, coming two months after DDB Chicago won Miller Lite creative.
While Heineken barely spent behind the small brand, MillerCoors is expected to give the brew significant marketing support. The reason is that Sol represents MillerCoors entry into the hot-selling Mexican import category. Heineken prioritized its two larger Mexican brews, Dos Equis and Tecate.
MillerCoors earlier this summer said it had struck a deal to assume distributing, marketing and selling rights on Sol for a 10-year period, effective Oct. 1. Sol’s official launch under MillerCoors is planned for March.
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