For years now, campaigns for leading imported beer Corona Extra have featured attractive adults enjoying bottles of the brew in gorgeous beach settings.
Now, with a new TV spot and out-of-home executions, the brand is continuing its "escape"-oriented theme, but using a variety of non-beach settings to convey that the Corona mindset can be enjoyed anywhere.
Specifically, the new "Moments" spot (from Cramer-Krasselt) and accompanying billboards show attractive young adults chilling out with Corona Extra in settings that include skiing in the mountains, hanging out in a field and on the cliffs at Big Sur, and partying on the terrace of a city apartment.
The spot's ending, employing the familiar back-shot of a couple relaxing by the ocean's edge, makes the point with a new tagline: "Find your beach."
"We're not changing our strategy," says Crown Imports' EVP/Marketing Jim Sabia. "This is a new execution of the same basic campaign, designed to show occasional Corona Extra drinkers where our core brand users enjoy our beer -- which is everywhere. The ads encourage fans to find their beach, wherever it may be -- expanding that Corona state of mind beyond sun, sand and surf."
The spot -- which debuted during Sept. 12's NFL opening season game week and will also air on shows including "Saturday Night Live," "Late Night with Jimmy Fallon" and "The Daily Show with Jon Stewart" through the fall -- also features an acoustic song, "The Secret Sun," by Grammy-winning songwriter, performer and producer Jesse Harris.
The song is initially being made available via free downloads on Corona's Facebook page, but download quantities will be limited, since the song is also being sold on iTunes.
Out-of-home executions will run in more than 25 markets, including New York, Los Angeles, Austin, Houston, Baltimore, Atlanta, Seattle and Denver.