Corona: Live Mas Fina

This case study describes how Corona, the beer brand, reversed sales decline in Canada with an emotional campaign targeting 19-34 year olds.

Corona: Live Mas Fina

Agency: Zulu Alpha KiloClient: Modelo Molson Imports L.P.

Section I — Basic information

Business Results Period (Consecutive Months): January 2013 – July 2013

Start of Advertising/Communication Effort: March 2013

Base Period as a Benchmark: Calendar years 2009, 2010, 2011, 2012

Section II — Situation analysis

a) Overall assessment

In the beer category where image plays a significant role in brand differentiation, Corona had spent 23 years positioned as the beer for beach-side enjoyment and relaxation. With this identity firmly entrenched, Corona rode on a wave of 22 years of consecutive...

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