CHICAGO– April, 2008 – Cinco de Mayo brings to mind Coronas and limes as much as it does mariachi bands and sombreros. Today, Corona, the authentic Cinco de Mayo brand for decades and number one imported beer in the U.S., is launching a new creative campaign for the holiday.

A new :30 national TV spot, "Cinco," opens on a Corona Extra and lime set against the backdrop of the iconic Corona beach. Hushed whispers turn louder as viewers watch two beach combers make their way toward festive music and a brightly lit beach party. As the camera follows the couple, the front view of the Corona Extra reveals five chilling Coronas with limes (Corona Extra and Corona Light) in an ice block. The last bottle displays Cinco on the label and becomes part of the tag, "Happy Cinco de Mayo."

“For authentic brands from Mexico, Cinco de Mayo is the ultimate holiday,” said Timm Amundson, vice president of marketing, Corona Extra and Corona Light for Crown Imports. “It’s the perfect time for our portfolio of Mexican beers to increase sales before the summer season and get consumers even more excited about the brands.”

The 2008 Corona Cinco celebration is also supported through two new :60 radio spots, which begin airing April 21 on local spot schedules, and a wide range of on- and off-premise support materials including an eye-catching mass display piece and Cinco countdown calendars in bars, taverns and clubs. Additionally, Corona will be sponsoring a Cinco de Mayo-themed online invitation template available for consumers planning Cinco parties on Evite.com beginning April 17.

“We always see Cinco as Corona’s moment.  During most of the year, we work to manage Corona’s escape mystique. Normally Corona is an icon of the getaway spirit; a spirit that has no particular nationality,” said Marshall Ross, chief creative officer of Cramer-Krasselt. “ But for millions of people, Corona is the true expression of Mexico’s take on brewing. And for Mexican people, a huge source of pride. So during Cinco de Mayo we do more than just celebrate the party atmosphere of the day, we celebrate Corona’s singular link to that moment. It’s our yearly toast to our Mexican roots.” 

The Cinco-themed campaign continues Corona's robust 2008 marketing campaign of fresh TV, print, OOH, radio and online executions.

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About Crown Imports

Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the entire U.S. The Modelo portfolio includes Corona Extra, the #1 imported beer in the U.S. and #6 beer overall, Corona Light, Modelo Especial, Negra Modelo and Pacifico beer brands. Crown Imports is a 50-50 joint venture between Grupo Modelo, S.A. de C.V. (MX: GMODELOC), Mexico’s leading company in the brewing, distribution and sale of beer, and Constellation Brands, Inc. (NYSE: STZ, ASX: CBR), a leading international beverage alcohol producer, importer and marketer.

About Cramer-Krasselt

Rapidly growing Cramer-Krasselt is the third-largest independent agency in the United States, with billings nearing $1 billion in 2007. Frequently featured for its creativity, the agency is headquartered in Chicago, with offices in New York, Milwaukee and Phoenix. C-K’s client list is representative of major brands across virtually every industry. They include: AirTran Airways, Benjamin Moore, Bissell, BRP (including Ski-Doo and Sea-Doo brands), CareFirst BlueCross BlueShield, Corona Beer, Dex Yellow Pages, H. J. Heinz Co., Hyatt Place, KeyBank Corp., Master Lock, Porsche Cars North America, Sealy, Spice Islands, Takeda Pharmaceuticals’ Rozerem, TV Guide, [yellow tail] wine and Zantac. For more information, visit Cramer-Krasselt at www.c-k.com .