CHICAGO — Crown Imports is happy to have some sibling rivalry as Corona Extra and Corona Light each compete as the only two beer brand finalists in the Beverage-Alcohol category of the 45th annual Effie Awards.
The Effie Awards, which highlight outstanding effectiveness in marketing communications, recognized Corona Extra for the “Find Your Beach” campaign. Corona Extra, the number one imported beer brand in the U.S., evolved its successful “Find Your Beach” campaign last spring with television, digital and out-of-home advertising to strengthen the connection between the physical beach and the beach “state of mind.”
Competing in the same category is Corona Light, the number one imported light beer in the U.S., for its “A Refreshing Change of Beer” campaign. The new work encouraged consumers to trade-up from their brown bottle domestic light routine to a Corona Light for a refreshing change of pace.
“This recognition for both Corona Extra and Corona Light is a testament to the creativity and ingenuity of the inspired ideas that come from our marketing team,” said Jim Sabia, chief marketing officer for Crown Imports. “It’s tremendously exciting for both brands to be nominated as finalists and its certainly going to be fun to see this ‘rivalry’ play out at the Effie Awards ceremony.”
The awards’ parent company, Effie Worldwide, exists to provide information and learning opportunities for the marketing communications community. Its main priority is to educate and share with the industry by spotlighting great ideas and encouraging thoughtful dialogue about the ever-changing world of marketing communications. Winners of the North American Media Effie’s will be announced and celebrated at the 2013 North American Effie Gala on May 22, 2013 in New York City.
View related campaign TV spots on Corona and Corona Light brand YouTube pages via the links below:
- Corona: “Find Your Beach” campaign: “Spotlight” CK YouTube Channel
- Corona Light: “A Refreshing Change of Beer” campaign: “Stan” Corona Light Channel
About Crown Imports
Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the entire U.S. The Modelo portfolio includes Corona Extra, the #1 imported beer in the U.S. and #5 beer overall, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria (select markets) beer brands. Crown also imports the Tsingtao beer brand in the U.S. For more information, visit www.crownimportsllc.com.
About Effie Worldwide
Effie Worldwide stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the ever-changing marketing industry. The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant and first-class insights into effective marketing strategy. The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand’s success. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the Euro Effie, the Middle East / North Africa Effie and more than 40 national Effie programs. For more details, visit www.effie.org. Follow @effieawards on Twitter for updates on Effie information, programs and news.