Constellation Brands: Luna Corona

This case study explains how Corona, the beer brand, broke out of its 'for the beach' branding in New York City with a billboard-focused event that adapted the brand to a nocturnal urban drinking culture.

Constellation Brands: Luna Corona

Cramer-Krasselt

Summary

Try telling New Yorkers they're doing it wrong. That the beer they're drinking with their friends could be better. That their deeply ingrained habits should change.

That's what Corona Extra wanted us to do. In one of our biggest markets, our customers were only consuming our brand during the day, and even then not very often which was severely limiting sales.

We convinced them it was okay to walk up to the bar and order a Corona Extra, that that they could squeeze a few limes into our bottles at a club just as...

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