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In the United States
In the United States
Group #5Group #5Briana Hertzberg Justin
Dawson
Emma Eisenstein
Renee Cser Matt Rullo
Briana Hertzberg Justin Dawson
Emma Eisenstein
Renee Cser Matt Rullo
Brand History Brand History
Production first began in 1926
Owned by Grupo Modelo
Production first began in 1926
Owned by Grupo Modelo
Brand History Cont…
Brand History Cont…
First entered the U.S. in 1981 Fastest growing imported beer
in U.S. history Ranked the #6 best selling
beer in the United States
First entered the U.S. in 1981 Fastest growing imported beer
in U.S. history Ranked the #6 best selling
beer in the United States
Corona: Miles away from ordinary
Corona: Miles away from ordinary
Current campaign presented in both Mexican and American markets
Current campaign presented in both Mexican and American markets
Target AudienceTarget Audience
Domestic and Import drinkers ages 21-24
Typically Male Consider themselves individuals Confident, fun, do not take life too
seriously
Domestic and Import drinkers ages 21-24
Typically Male Consider themselves individuals Confident, fun, do not take life too
seriously
Corona’s Brand EssenceCorona’s Brand Essence
“Enjoying the Moment”
“The core Corona brand equity has always been centered upon a mind-set of tropical vacation. That association provides a sense of escape, which is refreshingly different from the benefits communicated by other beer brands”
“Enjoying the Moment”
“The core Corona brand equity has always been centered upon a mind-set of tropical vacation. That association provides a sense of escape, which is refreshingly different from the benefits communicated by other beer brands”
Coronas 4 Major IdealsCoronas 4 Major Ideals
Passion Dedication Persistence Creativity
Passion Dedication Persistence Creativity
Creative Strategy Creative Strategy
Sense of escape and relaxation
Use various forms of promotion
Sponsorships
Sense of escape and relaxation
Use various forms of promotion
Sponsorships
SponsorshipsSponsorships
Campaign Response Campaign Response
2000 Study: 69% of consumers agreed with statement: “Corona Extra is a Relaxing Change of pace”
Study as remained persistent
2000 Study: 69% of consumers agreed with statement: “Corona Extra is a Relaxing Change of pace”
Study as remained persistent
Ads in the United States
Ads in the United States
American Corona Commercial
American Corona Commercial
Corona Creative Marketing in United
States
Corona Creative Marketing in United
States Initial Positioning Changed Image: “Fun Mexican
Beer” Evolving Tag Lines 2010: “Football Trick”
Initial Positioning Changed Image: “Fun Mexican
Beer” Evolving Tag Lines 2010: “Football Trick”
Corona Marketing in Mexico
Corona Marketing in Mexico
Corona Ad in Mexico
Mexican Corona Ad
Corona Ad in Mexico
Mexican Corona Ad
Corona Marketing in Mexico Cont..
Corona Marketing in Mexico Cont..
Social and Cultural:(similarities & Differences)Social and Cultural:(similarities & Differences)
Consistent Identity
Tailored to Fit
Perceived differently in each market
Consistent Identity
Tailored to Fit
Perceived differently in each market
Thank You/Gracias Thank You/Gracias
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