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Corona Extra
Corona Gets Its Lime

RAN IN: United States

CLIENT
Constellation Brands

Jim Sabia, Chief Marketing Officer
John Alvarado, VP, Brand Corona Family
Alex Schultz, Director, Brand Marketing - Corona
Seth Hayes, Senior Manager, Consumer Insights

AGENCY
Cramer-Krasselt *Lead Agency

Marshall Ross, Vice Chairman/Chief Creative Office
Bill Dow, SVP, Group Creative Director
Brandon Ireland, Associate Creative Director
Renee Chez, SVP, Group Account Director
Dana Fulena, VP, Account Director
Jason Parker, VP, Group Planning Director


Horizon Media


SUMMARY

How do you fuel growth for the most iconic beer as the category is suffering steady declines? Using a long-time brand ritual. We turned the moment a Corona gets its lime into a powerful device to help connect with a new generation of multicultural millennial guys.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Digital Video;Geo-based Ads;OOH;Billboard;Place-Based;Transit;PRINT;Magazine - Print;RADIO;Spots (Radio);TV;Spots (TV);BRANDED CONTENT;CINEMA;MOBILE/TABLET;Display Ad (Mobile/Tablet);In-App or In-Game Ad;Location-based Communications/Real Time Marketing

Audience: Young Men (20-35)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English