• by Tanya Gazdik , May 18, 2011

Corona is launching its biggest retail promotion in the brand's history.

The "Corona Beach Getaway" sweepstakes gives customers ages 21 and older a chance to win one of 100 trips to Mexico by finding custom-wrapped Corona bottles or cans in stores now until July 31.

Specially marked beach bottles and cans with unique codes have been randomly inserted into packages nationwide. Consumers can use the code to enter the random drawing to award more than 1,700 prizes that include Corona-branded patio umbrellas, rolling coolers and beach cabana tents, at CoronaBeachGetaway.com.

More than 10,000 bottles and 1,000 12-pack cans will include the new beach packaging -- over five times more than the 2010 Corona "Win the Beach" promotion, says Jim Sabia, chief marketing officer of Crown Imports.

"Consumers, retailers and wholesalers really drove the success of this program in 2010 and we responded to the demand for the program this year by creating our largest promotion to date," Sabia tells Marketing Daily. "With this new dynamic packaging and a national TV spot to drive consumer awareness, we are hoping for unprecedented reach with our wholesalers and retailers."

The new TV spot, which is airing in the NBA Playoffs, is generating lots of buzz for the promotion where Corona will reward 1,700 prizes to consumers, including 100 trips for two to Mexico, Sabia says.

"Last year, we pushed the boundaries with the Corona brand, and the Corona Beach Getaway promotion achieved exceptional in-market results in 2010," Sabia says. "This campaign is just one example of how Corona's creative strategy shift is helping to introduce new Corona occasions for our target audience."

As part of a separate on-premise promotion, fans at local bars can submit a photo of their "Corona Getaway Moment" to CoronaTriptoMexico. com for a chance to win an exclusive beach vacation for two. Ten finalists will also have their photo submissions posted on Corona's Facebook page for more than 550,000 fans to see.

The sweepstakes is supported by national TV, in-store displays and radio ads. In addition, Chicago will be home to two large outdoor promotional displays, including a 16-foot Corona Beach Getaway beer bottle that will be used throughout the summer by the brand, which is a part of Crown Imports LLC's Modelo portfolio.

California residents can participate in the summer fun by submitting to CoronaRelaxationExpert.com reasons why they should be considered to be retained as the "Corona Relaxation Expert." One individual will be retained to share tips on the best ways to relax with Corona.

Californians can apply by visiting CoronaRelaxationExpert.com to complete an online application and share the best reasons why they should be retained for the position. The individual whose submission best embodies the brand and represents the most compelling case for the position will be retained as the "Corona Relaxation Expert."