Corona: Let the World Wait

Robin Nayak and Vu Nguyen

Campaign details

Brand owner: Grupo Modelo
Agency: TBWA\ Singapore, Digital Arts Network (DAN), INTO-DIGITAL OY, Wicked Digital Media
Brand: Corona
Country: China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Sri Lanka, Taiwan, Thailand, Vietnam
Channels used: Events and experiential, Internet - microsites, widgets, Mobile and apps, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Sales promotion, Social media, Sponsorship - event or property
Media budget: Up to 500k

Executive summary

Corona Extra is one of the world's largest producers of export beer, renowned for the beach and good times with friends. But sales in Asia were stagnant. Competing with beer brands that capitalised on a status-driven lifestyle, Corona had to create distinction in a same-same category to gain share of throat.