Mullen Adds Labatt’s Sol Beer Brand

Mullen has been assigned creative chores for Labatt USA’s Sol brand beer following a review.

Upcoming ads from the Wenham, Mass.-based unt of the Interpublic Group of Cos. will include media advertising and “grass roots” promotional efforts, an agency representative said. Sol had recently worked with Kirshenbaum Bond & Partners, New York.

The budget was not disclosed, though one source sad spending on the brand would be in the $5 million range. Less than $400,000 was spent advertising Sol in each of the last two years, according to Competitive Media Reporting.

After three rough quarters in 2000, Mullen has changed momentum and appears tobe on a winning streak. The agency at the end of last year added accounts from Agere Systems and Rational Software, and just last week was chosen to promote “Evolution,” an upcoming PBS science series. The shop also merged with sister Interpublic agency Lng Haymes Carr, Winston-Salem, N.C.; the resulting entity will be known as Mullen/LHC in that market.

Publish date: January 31, 2001 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT