• June 3, 2011

Corona Extra is launching the next generation of its "Find Your Beach" effort, extending the "Corona Beach" from a physical place to a state of mind.

The first spot, "Flight," debuted June 2 during the NBA Playoffs. A second new spot breaks later this year. Both are from Chicago-based Cramer-Krasselt. The effort also includes out-of-home and social media.

The TV spots feature everyday situations transforming into picture-perfect settings. "Flight" paints the illusion of a couple relaxing on a beach when a flight attendant passes between them with a bar cart. The flight attendant triggers a daydream sequence with the two adults finding their beach on an airplane.

"Snow Sand" will feature a snowboarder descending a sand dune, stopping to relax at a Corona-inspired beach. Viewers slowly realize she is actually on a snowy mountainside, soaking in the scenery and enjoying a Corona after a long day of riding. Each spot closes with Corona drinkers on the beach and the tagline, "Find Your Beach."

The Facebook and mobile effort, created by Pereira & O'Dell, rewards users for interacting with the brand and finding their own beach. In September, a new mobile application will encourage users to earn points by checking into their personalized beaches and completing tasks.--Tanya Irwin