corona presentation
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TRANSCRIPT
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In the United States
In the United States
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Group #5Group #5Briana Hertzberg Justin
Dawson
Emma Eisenstein
Renee Cser Matt Rullo
Briana Hertzberg Justin Dawson
Emma Eisenstein
Renee Cser Matt Rullo
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Brand History Brand History
Production first began in 1926
Owned by Grupo Modelo
Production first began in 1926
Owned by Grupo Modelo
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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
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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
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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
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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”
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Coronas 4 Major IdealsCoronas 4 Major Ideals
Passion Dedication Persistence Creativity
Passion Dedication Persistence Creativity
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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
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SponsorshipsSponsorships
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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
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Ads in the United States
Ads in the United States
American Corona Commercial
American Corona Commercial
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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”
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Corona Marketing in Mexico
Corona Marketing in Mexico
Corona Ad in Mexico
Mexican Corona Ad
Corona Ad in Mexico
Mexican Corona Ad
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Corona Marketing in Mexico Cont..
Corona Marketing in Mexico Cont..
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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
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Thank You/Gracias Thank You/Gracias