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Corona Extra
Corona Extra: Finding Our Beach

RAN IN: United States

CLIENT
Crown Imports, LLC

Jim Sabia - EVP, Mktg.
Nate Micklos - Assoc. Brand Manager
Craig Neely - Sr. Director, Mktg.
Heide Tierney - Director, Consumer Insights

AGENCY
Cramer-Krasselt *Lead Agency

Marshall Ross - EVP, CCO
Renee Chez - SVP, Group Acct. Director
Joan Colletta-Sapp - SVP, Co-Director of Brand Planning
David Levy - Assoc. Creative Director
Andrew Meyer - SVP, Group Creative Director


Pereira & O'Dell

Kyle Caruso - Sr. Acct. Executive


Horizon Media Inc.


Upshot


SUMMARY

This is a story of how an iconic brand shifted from a universal symbol of a vacation in a bottle to helping people find their own metaphorical beach wherever they happen to find themselves. Through the Find your Beach effort, Corona Extra broke out of being typecast for beach-like occasions to being invited to occasions it's never been asked to before. Find Your Beach turned around four years of consistent declines, resulting in double digit growth (15.3%) and 7 straight months of positive sales during the brand's historical fall/winter off-season.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Mobile/Tablet, OOH, Consumer Involvement

Audience: New Audience, Men, Women, Young Men (20-35), Young Women (20-35)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English