Mischief unveils new partnership with Molson Coors, focusing on rebranding their seltzer products

Molson Coors Partners with Mischief for Bold Marketing Approach

In a move to shake up the beverage industry, Molson Coors has teamed up with agency Mischief to create an unconventional marketing campaign for their brand Miller Genuine Draft.

The partnership, which was formed organically without a formal review or pitch process, is a reflection of Molson Coors' commitment to finding new and interesting marketing approaches. According to Michelle St. Jacques, the company's Chief Marketing Officer, the focus is on connecting with consumers in a way that stands out from the crowd.

The campaign, which is a stunt, is not about Miller Genuine Draft joining the sparkling water trend. Instead, it is intended to differentiate the brand from the seltzer market. The exact details of the campaign have not been disclosed, but it is expected to grab attention and serve as a surprise announcement of Mischief's new role as an agency for Molson Coors.

Mischief, an office of agency network No Fixed Address, has a new client in Miller Genuine Draft. The agency will be working with Molson Coors across multiple brands, and the campaign is accompanied by related advertising.

Michelle St. Jacques has expressed a desire for new, fresh, and interesting approaches to connect with consumers. She wants to be bolder than normal in their marketing strategies, and the partnership with Mischief aligns with this goal.

The campaign for Miller Genuine Draft by Mischief is part of Molson Coors' broader strategy to find new and bolder marketing approaches. The company is looking to make a splash in the industry and connect with consumers in a meaningful way.

While the person who stated in December 2021 at Adweek that they were looking for "new, fresh, interesting approaches" to connect with consumers and to be "more exceptional than usual" is not explicitly identified in the provided search results, it is clear that Molson Coors is following through on this commitment with their partnership with Mischief.

As the campaign unfolds, it will be interesting to see how Molson Coors and Mischief work together to make a splash in the beverage industry and connect with consumers in a unique and memorable way.