CHICAGO – Corona Light, the number one imported light beer in the U.S., is debuting a new national marketing campaign that encourages consumers to trade-up from their brown bottle domestic light routine to a Corona Light for a refreshing change of pace. As Corona Light continues to strengthen its brand identity, the light beer brand is looking to increase its trial with consumers who are used to buying domestic light beers.
“We wanted to explore the concept of how trading-up on your beer can alter the course of your entire night,” said Jim Sabia, chief marketing officer, Crown Imports. “Our campaign takes aim at the post-college, day-to-day rut that many people find themselves falling into by offering a refreshing Corona Light as the way to break free from the monotony.”
Corona Light’s new campaign consists of two TV spots, debuting nationally on April 23, and a customizable “Rut Buster!” Facebook application, which offers exciting, rut-busting alternatives for those who find themselves caught in a monotonous routine.
Ad agency Goodby Silverstein & Partners, production company The Directors Bureau and director Mike Mills, capture the essence of the post-college rut with the new Corona Light TV spots. Both open with a still-frame montage, featuring two young males helplessly moving through life’s daily routine; eat, work, brown bottle light beer, sleep, repeat. The cycle is only broken when they make the trade-up to a refreshing Corona Light. From there, a, refreshingly different night ensues. The spots end with the new tagline, “A Refreshing Change of Beer.”
Corona Light will also launch the “Rut Buster!” Facebook application in June, which allows users to create, customize and share a “Rut Buster!” video montage with Facebook friends who are in danger of falling into one of their own.
Upon receiving a “Rut Alert!” on their Facebook wall, the recipient can choose to “Bust my Rut” by selecting the post and revealing their personalized “Rut Buster” video. The recipient can then choose to create a response video or “bust out” another friend in his or her network.
“Corona Light is a unique and special brand in a sea of brown-bottled light beer. The challenge was to create a campaign that delivered on that uniqueness, and pushed people out of their domestic light beer-drinking routines,” adds Jamie Barrett, creative director/partner of ad agency Goodby Silverstein & Partners. “We were proud to collaborate with Crown Imports on this campaign and we can’t wait to unleash it on the world.”
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 Crown portfolio includes Corona Extra, the #1 imported beer in the U.S. and #5 beer overall, Corona Light, Modelo Especial, Negra Modelo, Pacifico, Victoria (select markets), St. Pauli Girl and the Tsingtao beer brands. Crown Imports is a 50-50 joint venture between Grupo Modelo, S.A. de C.V. (MX: GMODELOC), Mexico’s leading company in the brewing, distribution and sale of beer, and Constellation Brands, Inc. (NYSE: STZ), a leading international beverage alcohol producer, importer and marketer.
About Goodby Silverstein & Partners
Goodby Silverstein & Partners, a unit of the Omnicom Group, is one of the world’s most respected and most awarded advertising agencies. Founded in 1983, the company is based in San Francisco and Detroit with over 500 employees serving a broad array of national and international accounts, including Frito-Lay, Chevrolet, California Milk Processor Board (got milk?), Adobe, Chevrolet, TD Ameritrade, the NBA and many others. For more information on GSP, please visit goodbysilverstein.com.