In this session, James Murphy (CEO at Ogilvy UK) and Lee Willet (Brand Director at Molson Coors) shared how iconic beer brands like Carling and Coors stay relevant in an ever-evolving, crowded market. Carling, the UK’s top-selling lager, continues to lead by staying true to its roots: football, mates, and humour, while evolving to be more inclusive and culturally current through its expanded FA Cup partnerships.
Coors, meanwhile, leaned into its unique cold-activated can as a product truth, repositioning itself with a tech-led twist that blends functionality with standout creative. Collaboration is central to Molson Coors’ approach, from Madrid-brewed Madrí Excepcional to Shoreditch takeovers with new brews like Alpacalypse, each built on creative equality and cultural timing.
From influencer podcasts with football icons to fast-moving stunts and long-term brand building, Molson Coors is showing how legacy brands can thrive by staying emotionally connected, creatively bold, and culturally sharp.
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