MillerCoors awards Leinenkugel's creative duties to Mono

MillerCoors is moving creative duties for its Leinenkugel’s brand to Minneapolis-based Mono, an agency that also handles the brewer’s import brand Peroni Nastro Azzurro.

The move to Mono, which “understands our unique voice and is equipped to help usher this bright brand to new heights,” was announced today by Bryan Ferschinger, the MillerCoors vice president of marketing for innovation and national crafts, in a note to MillerCoors employees and distributors.

The news comes a week after the company said it is moving creative responsibilities for its Blue Moon brand to a new unit of DDB and two months after MillerCoors began a competitive process to re-assign creative duties for the two brands.

Creative duties for both brands previously were handled by the agencies Venables Bell & Partners and Social Deviant.

Mono, a subsidiary of advertising firm MDC whose client roster includes Google, Loews Hotels, Sherwin-Williams and Walmart, picked up Peroni in April.

The high-end Italian import is having a strong 2018, with sales up 13.6 percent on a volume lift of 13.9 percent year-to-date, according to Nielsen all-outlet and convenience data through July 28. Volume is up more than 20 percent over the most-recent four-week period.

Leinenkugel’s, meanwhile, has struggled this season, with numbers down in part to unfavorable weather to start the season and a difficult comparison with last year’s record performance. The brand’s Shandy franchise, by far the biggest tranche of its sales, is off 13.7 percent in sales and 14.9 percent in volume year-to-date, per Nielsen.

Ferschinger said MillerCoors plans to share 2019 plans for Leinenkugel’s in the coming months.

“In short, we believe Mono has the capacity, the capability and the proven results to support both of our great brands,” he said.