Corona Light is launching a new advertising campaign aimed at traditional American brews by portraying them as boring and monotonous.
That is essentially the pitch Corona Light is making in a campaign that positions the Mexican import as a "refreshing change" from what the brand is calling "all-too-familiar" brown-bottled domestic brews. The campaign is the first effort for Light by Omnicom Group's Goodby Silverstein & Partners, which won the account late last year.
TV spots show men trudging through consecutive days with the same routine: "Eat, work, gym, shower, bar, beer, sleep..." Things change when they drink Corona Light, with their nights suddenly filled with exciting events such as costume parties and karaoke. "We are trying to get the domestic light drinker to think about his choice and trade up to a Corona Light," said Jim Sabia, exec VP-marketing for Crown Imports, who previewed to Ad Age the importer's 2012 marketing plans for its brands, including Corona Extra, Modelo Especial and Tsingtao.
Full details from Adage.com
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