Constellation Brands is parting ways with Goodby Silverstein & Partners, which handled Corona Light and Modelo Especial. The beer importer is actively searching for a new agency for the two brands.
The agency and marketer both said that the two parties mutually agreed to end their relationship.
"With both of these brands we see a ton of potential for additional growth and we've got aggressive goals behind each of them, and because of that we think that these goals require a different approach," said a Constellation spokesman. "We have mutually agreed that based on the adjustments that we are looking for in our strategy, that it's in the best interest for both of us to move in a different direction."
"We enjoyed working with Constellation Brands over the past three years. Both parties agree that it's time for a change, and we wish them nothing but success in the years ahead," said a Goodby spokesman.
Corona Light has long been stuck in the shadow of its larger parent brand, Corona Extra, which is handled by Cramer Krasselt. In recent years, Constellation has tried to give Light its own identity. Earlier this year, Goodby launched a campaign aimed at middle-age drinkers, rather than the twenty-something drinkers who are the typical target of most beer brands. Ads pitched the brand as the choice for people who are "ready for a light beer you can actually taste."
The larger opportunity for growth might come from Modelo Especial, which has been among the fastest-growing brands in beer in recent years, despite limited traditional ad support. The brand, now the 10th-largest beer in the U.S., grew sales by 26% to $708,000 in the 52 weeks ending Nov. 2, according to IRI, which does not include bar sales.
Contributing: Maureen Morrison