Corona Extra, Corona Light and Modelo Especial are using retail promotions to invite consumers to celebrate Cinco de Mayo.
Corona’s promotion, which runs through May 5, features point-of-sale materials designed to remind consumers that Cinco de Mayo is the first fiesta of the year and the official start of summer.
Point-of-sale items feature fiesta-themed displays showcasing the Corona de Mayo “Summer’s First Fiesta” message designed specifically for each channel to trigger purchase across the shopping journey. Materials include an eye-catching mass display, Cinco bottle standup, pennant strings, base wrap, piñatas and floor decals to make sure that Corona dominates at the point of purchase.
For on-premise accounts, the key to the “Corona de Mayo” is encouraging consumers to participate in Cinco festivities. Leading up to and during the week of Cinco, accounts can feature Corona 12 oz. bottle and bucket specials (where legal), decorate with colorful piñatas, and provide bottle ponchos and sombrero bottle openers as giveaways to help put customers in the fiesta mood.
Using a “Cinco Amigos” or “Dancers” cut-out standup, consumers can commemorate the party with photos of themselves with their friends having the ultimate fiesta. Other items includes Cinco countdown clocks and heat-sensitive table tents that tell consumers how ready they are for summer.
Corona and Corona Light will also partner in the off-premise accounts with Sauza Tequila, Wholly Guacamole, Herdez, Frank’s Red Hot, Snyder’s, La Costena and Mahatma.
Modelo Especial is getting in on the celebration as well with the “Celebremos Cinco de Mayo” retail promotion. For Cinco, Modelo Especial’s premium quality stands out and its authentic heritage can bring a balance of festive spirit and style to the celebration.
Bilingual point-of-sale items will have traditional Mexican themes that showcase Modelo’s high-end, imported status. Mass displays as well as pole toppers, pennants, base wrap, danglers, cooler door kits and display cards are available to retailers.
For the on-premise, accounts will have all the tools they need to elevate their fiestas, including interactive mariachi trumpet and guitar coasters, pint sleeves and beer bottle mustaches.
“Cinco de Mayo is the second-largest selling period for Corona and it presents an excellent opportunity for the Modelo Brands to help retailers increase sales and profits and gain momentum moving into the summer selling season,” said Kevin Kramnic, vice president of promotional marketing for Crown Imports, in a release.
Additional Cinco-themed content and a countdown to Cinco will also be available on the Corona Facebook page (www.facebook.com/corona) and via Corona’s Twitter feed.
Corona will also be supported by Cinco-themed national TV media and online branded content. The 30-second national TV spot, "Cinco," also returns to the iconic Corona beach the week of April 29.