SUMMERTIME BEER FOR A YEAR ROUND EXPERIENCE
IN ASSOCIATION WITH : CORONA EXTRA | CORONA NEGRA MODELO | CORONA MODELO ESPECIAL | CORONA PACÍFICO |
MAY 2012
8tipsto increasing the fan base
SUMMERTIME BEER FOR A YEAR ROUND EXPERIENCE
CoronaExtra
The first step to going farther is starting over
RE-BRANDINGRE-INVENTINGRE-IMAGINING
ONE ON ONEHow Corona Europe expanded its territory, one customer at a time
2075 University Suite 1201
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head office
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es
THE CHALLENGE
C
C
Corona Europe was looking to exceed their own expectations as they spread the love of their beer across Europe. Regions tar-geted included Austria, Ireland, Denmark, Switzerland, and Germany. Introducing a new beer, especially one with a North American pedigree into this region of her-itage beers, was a challenge!
Corona Europe wanted to increase knowledge of the brand and to associ-ate it with summer, fun, and youth. The name, the look of the bole, the wedge of lime, scenes of beach and va-cation, and pulsing music - all this had to be first and foremost in people’s minds when they thought Corona Beer.
The company was looking to in-crease metrics in both social media and in their boom line.
THE SOLUTION
IIn order to boost brand awareness, a complete re-launch was needed. Al-though the brand had been around for some years, the iNexxus team deter-mined that we were going to consider it a brand new beer and treat it as such. This would encourage consumers to look at it from a fresh perspective.
Only social media had the potential to do this convincingly. We needed to create a space for one-on-one commu-nication with the fans, and make a new impression that was fresh with their audience. The goal was to establish Corona Europe’s social media outlets as mmust-haves for every young person in the regions.
TW
THE STRATEGY
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THE RESULT
Some metrics:
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