New campaign aims to inspire people to get outside at 5 p.m. and experience The Lightest Day of the year with the Light Cerveza
CHICAGO, Ill., June 16, 2016 – According to studies from the Interdepartmental Neuroscience program at Northwestern University and the ManpowerGroup, American workers, especially Millennials, run the risk of being overworked and underexposed to sunlight as they balance the pressures of an always-on digital world. This year, Corona Light is looking to change that by launching a new effort to encourage businesses to implement a ‘Citywide Leave at 5’ policy for employees on Monday, June 20, The Lightest Day of the year.
The new campaign encourages consumers in each market to get involved by signing a Change.org petition that urges businesses to let employees off at 5 p.m. sharp on June 20. Corona Light will also be engaging local Chambers of Commerce to spread the word about the leave at 5 p.m. initiative. The ManpowerGroup reports that seventy-three percent of Millennials work more than 40 hours a week, and nearly a quarter work over 50 hours, making leaving the office at 5 p.m. a rarity.
Corona Light has also unveiled a Facebook Canvas ad unit featuring interactive creative content, including a tool to help people discover patio locations in their cities to celebrate the sun. Consumers will also have access to a satirical, ready-built SlideShare presentation entitled “Step Into The Light: Why We Need To Leave The Office at 5 on The Lightest Day of the Year,” aimed at convincing employers of the benefits of experiencing The Lightest Day.
The initiative will culminate on June 20with Corona Light sponsored Lightest Day celebrations across Los Angeles, New York City and Chicago.
“Our goal is to give hard working individuals the ability to leave work on time and celebrate The Lightest Day with friends, family, coworkers and the Light Cerveza," said Jim Sabia, Chief Marketing Officer, Constellation Brands Beer Division – the exclusive brewer and marketer for Corona Light in the U.S. "The campaign offers consumers some fun tools to help them enjoy the outdoors and seize the light."
About Constellation Brands
Constellation Brands (NYSE: STZ and STZ.B) is a leading international producer and marketer of beer, wine and spirits with operations in the U.S., Canada, Mexico, New Zealand and Italy. In 2015, Constellation was one of the top performing stocks in the S&P 500 Consumer Staples Index. Constellation is the number three beer company in the U.S. with high-end, iconic imported brands including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico, and Ballast Point, one of the most awarded craft brewers in the U.S. Constellation is also the world's leader in premium wine selling great brands that people love including Robert Mondavi, Clos du Bois, Kim Crawford, Meiomi, Mark West, Franciscan Estate, Ruffino and Jackson-Triggs. The company's premium spirits brands include SVEDKA Vodka and Casa Noble Tequila.
Based in Victor, N.Y., the company believes that industry leadership involves a commitment to brand-building, our trade partners, the environment, our investors and to consumers around the world who choose our products when celebrating big moments or enjoying quiet ones. Founded in 1945, Constellation has grown to become a significant player in the beverage alcohol industry with more than 100 brands in its portfolio, sales in approximately 100 countries, about 40 facilities and approximately 9,000 talented employees. We express our company vision: to elevate life with every glass raised. To learn more, visit www.cbrands.com.
Jennifer Dohm: 312-873-9979