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