CHICAGO, IL, April 13, 2011 - Crown Imports today announced the continuation of its first national multimedia advertising campaign for Corona Light entitled "It Only Gets Better." A new TV spot launches the week of April 11 and showcases the more social and active nature of the Corona Light consumer.
The new campaign from independent advertising agency La Comunidad continues to build on the unique premium quality and casual nature of the brand. "Party Mashup," the second execution of the campaign features two rooftop parties. One casual party and another that's more high-end, come together by means of music and Corona Light. When the casual party is interrupted by loud music coming from the more upscale party, a moment of tension is resolved as the DJ's join their music together. The upbeat mashup makes the music at both parties even better and is met by cheers and toasts from the crowd .
"B-Roc" Ruttner and James "JPatt" Patterson, who make up New York City-based DJ's The Knocks, play themselves as the DJ's in "Party Mashup," using their own song "Make It Better" and "It's Like That" by Run DMC.
"This new campaign captures both the casual attitude and party spirit that Corona Light has come to represent," said Jim Sabia, Executive Vice President of Marketing for Crown Imports. "The creative highlights the active personality and character of Corona Light drinkers and the strong energy they bring to any given situation."
"The idea of mashups related to Corona Light's 'It only gets better' platform, is a big idea," said Jose Molla, Co-founder and Co-Chief Creative Officer of La Comunidad. "This campaign represents the open minded spirit of the Corona Light consumer-when the interruption of the party is embraced by the crowd, they create an even better experience."
"Party Mashup" was directed by Paul Hunter and Dori Oskowitz and produced by PRETTYBIRD. The spot will air nationally beginning the week of April 11 on CBS, ESPN, ESPN2, NFL Network, TBS, NBA TV, Turner Sports and Versus. It will also be supported with an out-of-home campaign launching in May in key markets that include Southern California, New York City, Chicago and Miami.
CLICK THE LINK BELOW TO DOWNLOAD OR PLAY THE CORONA LIGHT TV SPOT and STILLS:
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. 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.
About La Comunidad
La Comunidad believes in the power of connecting people and ideas. The idea of community empowers people and inspires collaboration to stimulate relationships with brands. Founded in 2001, La Comunidad (The Community) is a global, independent agency known for innovative communication for multi-national brands. La Comunidad has five offices-two in Miami, two in Buenos Aires and one in New York. Within its first two years, La Comunidad was ranked the 13th most-awarded agency in the world.