Double Fisted: MillerCoors Merger Provides Marketing Clout
With SABMiller and Molson Coors’ decision to merge their U.S. operations, the combined companies will have “marketing firepower to compete on a more equal footing with rival Anheuser-Busch,” and will be able to “push for lower ad prices and better sports-marketing deals, a key to success in the beer sector,” according to Vranica & Kang of the WALL STREET JOURNAL. Miller President & CEO Tom Long, who will become President & Chief Commercial Officer of MillerCoors, said, “We want to put more dollars to driving consumer choice and offering them what they want. If that means raising our advertising and spending against our brands to get that done, we have to get that done.” Vranica & Kang note A-B VP/Global Media & Sports Marketing Tony Ponturo is “often referred to as one of the most powerful men in sports marketing because of the advertising clout wielded” by A-B. But media buyers said that MillerCoors will now “find it easier to negotiate for better placement for its ads and to compete more effectively for ad rights to major sporting events” (WALL STREET JOURNAL, 10/10). The Bonham Group VP/Communications Don Hinchey said that he “expects the combined brewing group to increase its spending on advertising once the merger closes.” Hinchey: “In terms of sports marketing, Budweiser is somewhat under siege. These two brewers will be able to team up against Bud” (MILWAUKEE JOURNAL SENTINEL, 10/10).
 |
Pundits Feel Changing Names Of Venues
Like Miller Park Would Be Mistake |
NAME CHANGE? Experts said that the Coors name should remain on venues such as Coors Field, Coors Amphitheatre and the Coors Events Center at the Univ. of Colorado. Coors spokesperson Kabira Hatland indicated that it is “too early for the company to consider changing the names of any venues.” Hinchey said, “When people think of the Rockies, they think of Coors Field, and fans of the Brewers think of Miller Park.” He said a name change “would be a huge marketing misstep” (DENVER POST, 10/10). In Milwaukee, Tom Daykin writes, “The Miller and Coors names will continue to have value as separate brand names. So there’s no point in changing the names of the baseball parks for the [Brewers] and [Rockies]." Meanwhile, Packers Dir of Marketing Craig Benzel said, “The merger should not affect our overall partnership with Miller. It’s too early in the process to know if it will lead to any changes in the naming of the Miller Brewing Co. gate and related Lambeau Field atrium signage”(MILWAUKEE JOURNAL SENTINEL, 10/10).
|
