MDC Partners-owned Mono of Minneapolis has won creative duties for Leinenkugel's.
MillerCoors put the brew in review along with Blue Moon in early June, saying it would only consider roster agencies. Venables Bell & Partners had been on both brands. Mono is a relatively new player on the brewer's roster. It won Italian import Peroni in April.
The agency has "demonstrated strong brand strategy, consumer insights and creative development, helping build upon the sophisticated world of an Italian import. At the same time, they have shown an innate understanding of the Midwestern sensibilities and insights that are critical to Leinenkugel's DNA," Bryan Ferschinger, MillerCoors VP of innovation and national crafts, stated in an internal memo.
Last week the brewer awarded Blue Moon to DDB, which is housing it at its design-centric unit called Fifty5Zero, based in Toronto.
Leinenkugel's is known for its lineup of easy-drinking shandies. But the brew could use a boost. Leinenkugel's shandies case volumes are down 14.9 percent year-to-date, according to Nielsen. The brand's advertising has included plenty of lakeside scenes.