Find Your Beach Corona Extra

Overview

● Corona’s “Find Your Beach” campaign began in 2010

● The campaign has been consistently produced increase in sales for Grupo Modelo, the company that produces Corona.

● the "Find Your Beach" campaign aims to make a connection with the beach and the laid-back beach state of mind.

● The campaign has evolved from focusing just on beaches to showing how Corona can help transform everyday into a vacation.

“As our lives get busier, we realize the importance of taking a step back and relaxing to keep us feeling positive and upbeat. Finding these moments—or ‘beaches,’ as we call them—wherever you are is what Corona Extra is all about.”- said Jim Sabia, chief marketing officer, Crown Imports.

· In 2009 sales began slipping· Corona Beach became synonymous with the Corona Brand· Consumers were only purchasing Corona for beach occasions· Corona needed to take back the other, non-beach occasions from their competitors, and they did this by creating the “Find Your Beach” campaign

Problems facing Grupo Modelo

● Increase sales● Change views of Corona as an“occasional drink” and only related to a seasonal (summertime) beverage.● Build new associations around theCorona brand other than sun, fun, and party. ● Create USP over other imported beer.

○ Talk to consumers on more personal level

Objectives

Corona launched several different ways to advertise the "Find your beach" campaign including print ads, commercials, on sides of busses, billboards, bus stop ads, on top of cabs, Twitter, through a Facebook page dedicated to the the cause, and even iPhone and Android applications.

In 2010 Corona debuted Find your beach with a TV commercial named, "Moments" included with three separate commercials with the message that you can find your beach anywhere. It was in 2012 when Corona decided to evolve Find your beach to a state of mind.

Components of the Campaign

Advertising ComponentsCorona's Facebook page advertises special offers and even includes an application where you can type in your address and it creates a postcard of the addresses street view, or upload a picture of your beach that you can share with your friends on the site. The purpose was to give people the ability to personalize their beach.

Consumer's could download an iPhone or Android phone application, enter their email address onto www.CoronaWinYourBeach.com, or purchase a case of

Corona to find a code inside to enter in the sweepstakes. Prizes included football game tickets, concert tickets, or $3000 gift certificate redeemable toward any

Sports Travel and Tour destination travel package. A total of 80 grand prizes were awarded.This type of advertising gets customers actively involved with the brand.

This video includes the vast majority of advertising components that Corona used to promote "Find your beach", including the evolution of the campaign itself. http://www.youtube.com/watch?v=z23TBvBJsCg

Commercial Components

● reached a new demographic

● used social media to expand audience

● high consumer involvement

Strengths

● kept summer association

● has been running since 2010

● did not recognize taste

Weaknesses

--We recommend that Corona do some special public relations events in the winter like sponsoring a major snowboarding or downhill ski competition.

--We recommend that Grupo Modelo develop a new campaign for Corona that addresses the taste of their product and targets the same audience with new ads and special events.

Strategic Recommendations

http://venturebeat.com/2012/11/08/facebook-corona/http://www.cbrands.com/news-media/brand-news/corona-extra-continues-evolve-find-your-beach-2012http://media-room.c-k.com/2012/03/26/corona-extra-continue-to-evolve-“find-your-beach”-in-2012/http://www.ontaponline.com/beach/http://www.youtube.com/watch?v=z23TBvBJsCg

Reference