Molson Coors’ Brad Feinberg Discusses the Significance of “Doing Things Worth Talking About”…
Few people have a role that combines media, creative, and analytics. However, Brad Feinberg, VP of Media, Digital, and eCommerce at the Molson Coors Beverage Company, is one of those rare individuals.
And if that’s not enough, he’s also part of the company’s Americas Commercial Accelerator leadership team. The Accelerator’s goal is to build capabilities across all geographies and categories for premium brand growth, while scaling beyond beer. Additionally, it aims to invest in initiatives that support people, communities, and the planet.
Brad outlines strategies for enhancing value across a portfolio of brands in a competitive category while delivering effective and meaningful consumer engagement amidst changing behaviors.
His passion for finding the “aha” in media creativity and the “needle in the haystack” of precision marketing has led to groundbreaking executions that have delivered successful results, as well as recognition within the industry and from the Molson Coors Executive Team.
While many believe that media innovation is becoming increasingly challenging for marketers amid issues ranging from cord-cutting to screen proliferation, Brad Feinberg has repeatedly proven that it is possible to create breakthrough executions that resonate with consumers and generate measurable business growth for a brand.
One of my core goals is to minimize or eliminate silos to improve speed and efficiency, which leads to better results. Combining media and marketing analytics was important because a company of our size invests millions of dollars in these areas. Ensuring our investments work effectively by having these functions collaborate allows for quicker decision-making and improved outcomes.
An Expanding Portfolio…
Brad Feinberg works across the entire portfolio of the company’s brands, which has been both expanding rapidly and diversifying.
Molson Coors Beverage Company, renowned for producing some of the world’s most recognizable beer brands, recognizes the significant potential within the non-alcoholic sector. With an increasing number of younger legal-age consumers seeking non-alcoholic options, the company is successfully attracting a new generation of consumers with “non-alc” beer offerings such as Blue Moon Non-Alcoholic, Peroni 0.0, and Coors Edge.
We’re a house of brands with over 30 products, expanding through acquisitions and organic growth. We build each brand from the ground up, considering their position in our portfolio, business objectives, and how to reach the right consumers at the right time with the right message. Our marketing vision is to create brands that more people want to hang out with.
Peroni continues to experience a busy year, marked by notable achievements. The beer brand recently showcased its Italian flair at the prestigious Academy Awards with an advertisement and introduced a unique Peroni purse designed by Judith Leiber. To showcase the glittering accessory, the brand partnered with style icon Nicky Hilton Rothschild.
Giada De Laurentiis, the award-winning chef, author, TV personality, and founder of Giadzy, a lifestyle and e-commerce platform, is teaming up with Peroni Nastro Azzurro for a year-long culinary partnership. Custom content will include new recipes created by Giada, Italian-inspired tips for entertaining at home, and feature unique culinary experiences, such as sponsorships at some of the biggest US food festivals, including the Pebble Beach and New York City Food & Wine Festivals.
Peroni Nastro Azzurro 0.0%, the brand’s well-regarded non-alcoholic brew, also maintains its collaboration with Scuderia Ferrari HP, one of the most successful teams in racing history.
To learn more from Brad Feinberg about his views on media and marketing efficiency across a portfolio of brands, watch the video interview on Internationalist Marketing TV (IMTV) on YouTube by CLICKING HERE.
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In our conversation, we discuss the following:
- You have a unique role at Molson Coors as it combines media, creative, and analytics. How does it work?
- Also, your role at Molson Coors has shifted somewhat over the years. Talk a little about that…. Is it a reflection of changes in media or new areas of responsibility for you?
- You work across the entire portfolio of Molson Coors brands… Is there an overall marketing vision for the company, or does each brand define its own?
- While it sounds very exciting, I’m guessing there must be some challenges in working across so many brands. Can you tell us how you manage them?
- You’re also in a highly competitive category. How do you differentiate Molson Coors from others in the beverage business?
- You’ve been involved with media for most of your career. Do you have any advice for managing the constant change?
- What are the most significant risks in adopting new media opportunities?
- Any surprises you can share?
- How do you think consumers’ relationships with media have shifted over the past few years? And what does it mean for marketers like yourself?
Listen to Brad Feinberg discuss the evolution of his role at Molson Coors as he integrates media, creative, and analytics, and to The Internationalist’s entire Trendsetters podcast series here on iHeartRadio’s Spreaker or wherever you download your podcasts.
Beyond Beer
In addition to its beer portfolio, Molson Coors is expanding its scope in the “above premium” segment through strategic partnerships with Fever-Tree and Naked Life, as well as acquiring a majority stake in ZOA Energy.
Fever-Tree is globally recognized as the leading producer of premium carbonated mixers and drinks.
Naked Life, founded in Australia, is the country’s top non-alcoholic ready-to-drink cocktail brand and has now expanded its availability to the United States.
ZOA Energy, co-founded by Dwayne “The Rock” Johnson, who also serves as the Chief Energy Officer and primary spokesperson, emphasizes health-conscious ingredients, including caffeine derived from green tea, zero sugar, B vitamins, C vitamins, and electrolytes for hydration.
Brad Feinberg began his tenure at MillerCoors in 2009, prior to its reorganization into the Molson Coors Beverage Company. During his time there, he held various media positions across the brand portfolio and significantly contributed to the revitalization of Miller Lite, the original light pilsner. He also led the media launch for Redd’s Apple Ale and introduced new products such as the 64-calorie Miller64. Additionally, he played a key role in elevating Blue Moon to the leading craft beer brand in the US through its national media campaign in 2010.
Before entering the beverage industry, Brad served as the Senior Director of Media Planning & Partnerships for Discovery Channel and Science Channel. Over his four-year tenure at Discovery Communications, he successfully led media planning initiatives for Deadliest Catch, the 20th Anniversary of Shark Week, and the critically acclaimed series Planet Earth. His earlier career included agency positions at DMB&B, BBDO, and OMD.
