Molson Coors
The Hispanic Marketing Council (HMC) announced today that Molson Coors is the winner of the 2023 HMC Marketer of the Year Award, joining an elite list of organizations that have received the award, including AARP, Ford, Kellogg’s, McDonald’s, Nestlé, Sprint, State Farm, Toyota and Walmart. Molson Coors CMO Sofia Colucci will accept the award at HMC’s 2023 Annual Summit on April 27 in New York City and discuss how leading with in-culture Hispanic insights and investing in original multicultural work has paid dividends.“Not only does Molson Coors prioritize the Hispanic market in its marketing mix, but its efforts are matched with creative excellence, Hispanic-led product innovations and meaningful partnerships,” said HMC Chair Isabella Sanchez, VP of Media Integration at Zubi. “Most significantly, Molson Coors has made a strategic shift from developing Hispanic-specific programs to building mainstream programs led by Hispanic insights and talent.”To be considered for this prestigious award, companies had to demonstrate a top-down commitment to multicultural marketing and allocate spending commensurate with the Hispanic opportunity. Since 2017, Molson Coors has steadily increased their investment in the market year-over-year. In 2022, the brand’s Hispanic media investment represented 15.4% of the category’s media spend—a 30% growth in Hispanic spend share since 2020. By also increasing their English-language Hispanic spend, the brand has expanded its Hispanic investment to match their general market spend, reflective of a more sophisticated vision of the U.S. Hispanic market.
