• by Steve McClellan  @mp_mcclellan, December 5, 2014

Constellation Brands has selected Ogilvy & Mather Chicago, part of WPP, to handle creative advertising duties for its Corona Light and Modelo Especial beer brands.

The client said that as part of the new partnership, O&M will assist in the development and execution of marketing strategies to increase brand awareness, stimulate product trials, and accelerate sales for the brands.

The assignment is effective Jan. 1, 2015.

O&M Chicago replaces Goodby Silverstein & Partners.

Last year's ad spending for Corona Light was nearly $7 million, while spending on the Modelo Especial brand was about $22 million according to Kantar. 

“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. “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.”

According to the company, Modelo Especial has grown quickly in recent years in the U.S. with sales growth in the high double-digits.  Corona Light, the firm said, is the No. 1 imported light beer in the U.S. and the fifth-ranked imported beer overall.  

“All of us at Ogilvy & Mather Chicago are very honored to be working on two amazing brands from a world-class organization,” says Joe Sciarrotta, chief creative officer at Ogilvy & Mather Chicago.  “We look forward to being part of their continued success.”