Corona covers many fronts in ’08
Corona Extra and Corona Light are heading back to the beach with a new marketing campaign. Two new television ads will capitalize on its “vacation in a bottle” appeal. “Treasure Map,” and “Hotel Room,” feature scenes that escalate to vacationers enjoying Corona moments. Print ads debut in lifestyle, entertainment and sports publications, and out-of-home executions will appear in all major markets.
Corona’s on-air sponsorship of the “Jimmy Kimmel Live” green room will also continue in 2008. The partnership includes prominent branding, live on-air bumpers, and 30-second TV spots. Crown Imports brands are also the exclusive beers available in the green room.
Corona will also sponsor the Kenny Chesney 2008 “Poets & Pirates” Tour which kicks off on April 18 and runs through mid-September.
The urban radio program that launched in 2007 continues in major markets this year. The radio spots pitch the Corona Commercial Getaway before launching into snippets of contemporary recording artists’ songs, including Grammy-nominees Raheem DeVaughn and Emily King.
Three national television commercials speak to Corona’s Hispanic market. Launching this spring, “Sports,” “Dance” and “Foods” represent activities with which Corona believes Hispanics will identify. Outdoor executions take advantage of various local and regional influences and landmarks to target the local consumer, e.g. Southern California, a Mariachi band is seen against the iconic Hollywood sign; and in Miami, a South Beach hotel showcases a Corona inspired neon façade. Corona will also execute a radio campaign targeted to the Hispanic consumer to support the brand in 2008.
For more information, visit www.crownimportsllc.com.