Crown Imports LLC’s Corona Extra and Corona Light are bringing back their Feliz Navidad holiday promotion, including the long-running “O’Tannenpalm” TV spot.
The TV spot was created in 1990 by agency Campbell Mithun's former CME/Chicago office.
The promotion includes an array of new support materials, including a new mass display piece to remind consumers the “spirit of the getaway” is always in season while addressing the increase in premium beer sales during the holiday period and generating more attention for Corona Extra and Corona Light.
Retailers can celebrate the holiday with modular pole topper display units, display toppers, two-sided display cards, tuck-in price cards, base wrap, pennants and promo pillars/danglers. These point-of-sale materials will help the brand stand apart from the competition on the floor and at the register, says Kevin Kramnic, vice president of retail promotions for Crown Imports.
Bars and restaurants can communicate the holiday message with pennants, promo pillars/danglers and coasters.
In addition, the Feliz Navidad promotion will be supported with the “O’Tannenpalm” TV commercial, which will hit the airwaves nationally during the holiday season. The spot will run from now through the end of the year on ESPN and ESPN2 (English) and Univision, Telemundo and Telefutura (Spanish).
Last year, a chain grocery program partnered Corona with Mission products, Tabasco, Nature Sweet Tomatoes and Sea Pak Shrimp to offer value-added programming to support the holiday-gathering occasion.
Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other beer brands across the U.S. The Modelo portfolio includes Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria (select markets). Crown Imports is a 50-50 joint venture between Grupo Modelo and Constellation Brands.