Constellation Brands has swapped ad agencies for the two beers

Constellation Brands has swapped ad agencies for the two beers

Constellation Brands has chosen global ad agency Ogilvy & Mather to work on the Corona Light and Modelo Especial beer brands in the US from the new year. 

The Chicago office of Ogilvy & Mather will work on increasing brand awareness for the products, with the deal starting from 1 January. For the past three years, Constellation employed Goodby Silverstein & Partners to work on the brands.

"We’ve had a solid relationship with Goodby over the years and appreciate everything they’ve done to support our business," a Constellation spokesperson told just-drinks.

No details were given on the length of the deal with Ogilvy & Mather. 

“We believe our Modelo Especial and Corona Light brands have tremendous upside potential for growth,” says Jim Sabia, CMO for Constellation Brands' beer division. 

Constellation took full control of the Modelo portfolio in the US last year when it bought out the Mexican brewer's stake in the Crown Imports JV. The deal came in the wake of Anheuser-Busch InBev's US$20bn acquisition of Grupo Modelo.  A-B InBev controls the Modelo portfolio in the rest of the world, but was forced to give up the rights in the US over anti-trust concerns.