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MillerCoors — which spurred a comeback for Miller Lite with design changes — is about to give Coors Light a new look as it seeks to revive the slumping brand. Meanwhile, Miller Lite will launch a new campaign called “bodega” that will run in Spanish and English, according to MillerCoors Chief Marketing Officer Andy England, who previewed the brewer’s 2015 marketing plans in an interview. (A Spanish-language spot is above.)

The Coors Light packaging changes will downplay the Silver Bullet’s “cold-activation” gimmick in favor of messaging that plays more on the brand’s heritage as being “born in the Rockies.” The packaging will also note the brand’s 1978 founding year.

The Miller Lite ads, which are by TBWA and Hispanic shop Dieste, feature a bilingual storekeeper named Fred. “We have to recognize that more and more of the Latino population is genuinely bicultural and often bilingual. And if they see a different message in Spanish than they see in English than that can be a challenge,” Mr. England said. “We need to be telling the same story across different media, including both English and Spanish.” The story the brand is pushing is that Miller Lite is the beer for people who want to be themselves, according to Mr. England’s description.

Continue reading at AdAge.com