Corona Extra Continues to Evolve "Find Your Beach" in 2012

“Spotlight” and “Taxi” TV Spots Perpetuate the Beach State of Mind

Corona Extra, the long-standing number one imported beer brand in the U.S., is building on its successful “Find Your Beach” campaign this spring with new television and out-of-home advertising to strengthen the connection between the physical beach and the beach “state of mind.”

“Spotlight,” the first new TV ad of 2012, will debut during NBA and NCAA basketball programming on March 26. “Spotlight” opens under the stars on an iconic Corona Beach, where the indie band Everest emerges from the dark to welcome an intimate party of three before launching into their hit single “Let Go.” The spot then cuts to a crowded club where the three friends toast one another and closes with the band playing a private moonlit performance on the picturesque Corona beach.

“Taxi,” a spot scheduled to debut this summer, opens with a cab rolling down a Corona Beach setting at sunset, curiously trailed by a rain cloud. As the passenger opens the taxi door, the ad cuts to a rain soaked cityscape, he then dodges raindrops across the street and into a bar where a group of his friends await to hear the results of an important meeting. Upon hearing the good news, they toast his success and return to the beachside bar.

“The Corona ‘Find Your Beach’ campaign is resonating with our consumers while simultaneously connecting us with new customers,” said Jim Sabia, chief marketing officer, Crown Imports. “As our lives get busier, we realize the importance of taking a step back and relaxing to keep us feeling positive and upbeat.  Finding these moments—or ‘beaches,’ as we call them—wherever you are is what Corona Extra is all about.”

Corona’s movement off the beach began in 2010 with the groundbreaking TV spot entitled, “Moments.” This spot marked the first step toward expanding consumers’ beach state of mind by inviting them to experience the brand in new settings and challenging them to “Find Your Beach.” In 2011, Corona continued the off-the-beach shift with three new ads “Flight,” “Commuters,” and “Snow/Sand.” Each spot helped remind consumers that Corona is appropriate for every occasion and that “the beach” is also a state of mind.

“The magic of the latest “Find Your Beach” creative rests in keeping the familiarity of the brand fresh. The Corona beach has evolved into an iconic mental playground that allows us to introduce unexpected elements,” said Marshall Ross, executive vice president/chief creative officer, Cramer-Krasselt. “Whether it’s a band, a taxi or a flight attendant’s cart, we’re able to add a feeling of comfort and surprise to the story.”

Corona Extra’s 2012 out-of-home advertising depicts beaches in unexpected places—in a city bar, on an urban rooftop or on a snowy mountaintop. Four separate executions designed to broaden brand perceptions and expand drinking occasions will begin appearing in May on taxi toppers, bus shelters and other outdoor displays in ten key U.S. markets including New York City, Chicago, L.A., San Francisco and Washington, D.C.

Follow the link below to download the TV spot “Spotlight”:
http://www.yousendit.com/download/M3BsSXQ1TlFLVlZBSXNUQw

 

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 #5 beer overall, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria (select markets) beer brands. For more information, visit www.crownimportsllc.com. 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), a leading international beverage alcohol producer, importer and marketer.

 

Media Contacts: Bill Ligas, Crown Imports LLC, 312-873-9279 or Emily Reynolds, Crown Imports LLC, 312-873-9274