MillerCoors chooses Energy BBDO as creative agency for Cape Line

MillerCoors today said it has selected Energy BBDO to handle creative duties for Cape Line, a new line of flavored alcohol beverages.

Chicago-based Energy BBDO, which has worked on behalf of major brands — Mars Wrigley, Bayer, Kerrygold, Pearle Vision, and the American Egg Board — will begin work on the brand immediately.

“Their experienced team brings prior beer industry knowledge to the table as well as a demonstrated understanding of the modern wellness space,” said Sofia Colucci, the MillerCoors vice president of innovation, in a note sent today to distributors and employees.

Energy BBDO recently has served as lead agency on several beer and spirits brands, including Bud Light, Bud Light Lime, Bud Light Platinum and Lime-A-Rita, as well as Canadian Club, Jim Beam, Kahlua, Knob Creek and Vox, among others. The agency’s work extends across traditional, digital and experiential channels and has been recognized by the industry for its effectiveness.

Energy BBDO is a unit of Omnicom Group Inc., the parent company of fellow agency DDB and its subsidiaries, including fifty5Zero, a newly created unit that recently took over creative for Blue Moon; and Alma, which helped shape the April relaunch of the Mexican import Sol.

Cape Line is slated to launch nationally in spring 2019, supported by what MillerCoors executives have called a “robust national marketing plan.”

The brand will be positioned in the above-premium space and contain about half the sugar and calories, on average, than leading similar beverages.

Each Cape Line beverage will be made with six simple ingredients, none of them artificial, and qualify as gluten-free. MillerCoors executives have said the brand hits two sweet spots in the market: consumers’ desire for flavor and for lower calories.