• Brandweek, Monday, March 12, 2007 2:09 PM

Corona is continuing the nearly two-decade-long "vacation-in-a-bottle" positioning that made it the leading imported beer in a new batch of ads. Corona "moments" will launch next week on TV, print and outdoor, all created by Cramer-Krasselt, Chicago. They were shot on the beaches of Tulum, Mexico, and use the palm trees, clear bottle, lime wedges and other images typical of the "Miles away from ordinary" campaign. Print will include Esquire, FHM, Maxim, Playboy and Rolling Stone, while TV will include programs like "Jimmy Kimmel Live," "Late Show with David Letterman," 'Saturday Night Live" and "Mad TV."

The beer also will continue as the "Official Sponsor of the Timeout" with metaphors of how sports would be played in the laid-back Corona world. Those were shot in stadiums and will appear in Sports Illustrated and ESPN: The Magazine, along with stadium publications for the Oakland Raiders, San Francisco 49ers, Chicago Cubs, Los Angeles Lakers, UCLA, Stanford, and New Mexico State universities. No word on the budget, but measured media spending last year was $46 million for Corona Extra and $4 million for Corona Light, according to Nielsen Monitor Plus.

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