Molson Coors North America CMO Sofia Colucci said the company is planning over 90 national spots during the World Cup, making its largest media investment in a live sporting event in the last 10 years, while also reviving Keystone Ice to bolster its value offerings. Anheuser-Busch Global CMO Marcel Marcondes said the brewer is focusing ~70% of its marketing on 3-5 megabrands, emphasizing its active-lifestyle portfolio and likewise making significant investments in live sporting events.