Corona Hotel: Save The Beach

Corona, a smaller player in the Spanish premium beer market, wanted to create a high-profile platform to strengthen its association with being a beach-side brand, a positioning that competitors could not easily steal.

Corona Hotel: Save The Beach

Agency: JWT SpainClient: GModelo Europa SAUProduct: Corona Beer

Objectives

This case reflects effectiveness from different points of view. First of all, it proves that great results in terms of coverage, visibility and even sales performance can be generated by a low budget event. It demonstrates the power of a big idea to create great buzzing and free publicity coverage. It shows how a local activity can spread worldwide. It also underlines the power of unconventionality, innovation and disruptive work. Most of all, it shows how ideas in the new media...

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