Ogilvy Chicago Picks Up Corona Light, Modelo Especial

WPP Shop To Begin Work In January

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Constellation has been trying to give Corona Light more of its own activity.
Constellation has been trying to give Corona Light more of its own activity.
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Ogilvy & Mather's Chicago office has picked up the Corona Light and Modelo Especial brands.

The move comes just weeks after the brands' parent company, Constellation Brands, said it was parting ways with Omnicom's Goodby Silverstein & Partners. The WPP agency will begin work at the beginning of January.

"We believe our Modelo Especial and Corona Light brands have tremendous upside potential for growth," says Jim Sabia, chief marketing officer for Constellation Brands Beer Division, in a statement. "Ogilvy & Mather Chicago brings a passion for our brands, a collaborative approach, and creative ideas rooted in consumer insights. We look forward to working with them to capture more of the market opportunity."

The larger beer brand in the Constellation family is Corona, which is handled by independent agency Cramer-Krasselt. Constellation has been working to give Corona Light more of its own identity, in part by launching a campaign aimed at middle-age drinkers, rather than the typical twenty-something target. The marketing showed the brand as the choice for people who are "ready for a light beer you can actually taste."

Modelo Especial, however, 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.

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