• by Nina Lentini , April 18, 2008

You can tell April is on the wane when the Corona campaign turns to Cinco de Mayo. New this year is a 30-second national TV spot called, simply, "Cinco."

Created by Cramer-Krasselt, Chicago, it opens on a Corona Extra and lime set against the backdrop of the iconic Corona beach. Hushed whispers turn louder as viewers watch two beachcombers make their way toward festive music and a brightly lit beach party.

As the camera follows the couple, the front view of the Corona Extra reveals five chilling Coronas with limes (Corona Extra and Corona Light) in an ice block. The last bottle displays "Cinco" on the label and becomes part of the tag, "Happy Cinco de Mayo."

"Cinco" will run on the same national program/network rotation that current Corona ads run, including "Jimmy Kimmel Live," "The Late Show with David Letterman" and "Late Night with Conan O'Brien."

"For authentic brands from Mexico, Cinco de Mayo is the ultimate holiday," says Timm Amundson, VP/marketing for Corona Extra and Corona Light for Crown Imports, in a release. "It's the perfect time for our portfolio of Mexican beers to increase sales before the summer season and get consumers even more excited about the brands."

The campaign is also supported through two new :60 radio spots, which begin airing Monday on local spot schedules, and a range of on- and off-premise support materials, including a mass display piece and Cinco countdown calendars in bars, taverns and clubs.

Corona also will sponsor a Cinco de Mayo-themed online invitation template available for consumers planning Cinco parties on Evite.com beginning Monday.

"We always see Cinco as Corona's moment," says Marshall Ross, chief creative officer of Cramer-Krasselt. "During most of the year, we work to manage Corona's escape mystique."

The Cinco-themed campaign continues Corona's 2008 marketing plan that includes fresh TV, print, out-of-home, radio and online executions.