Corona Extra: Finding Our Beach

Category: Alcoholic Beverages
Brand/Client: Corona Extra / Crown Imports, LLC
Lead Agency: Cramer-Krasselt
Contributing Agencies: Pereira & O'Dell , Horizon Media Inc., Upshot

State of the brand's business

The Beach: Biggest Asset or Biggest Liability?

Corona Extra equals the beach. The bottle is a universal symbol for the getaway – that feet-up, cold-beer-in-hand, toes-in-sand vacation that everyone aspires to but never has time to take. And 20+ years of marketing consistency worked: from 1985 to 2006, Corona Extra enjoyed double-digit growth year after year by staying focused on the beach and speaking to people's desire to escape the mundane routine of everyday life. During that time, Corona Extra grew from 6MM to over 100MM cases, surpassing Heineken to become the number-one-selling import in the country. This decades-long trajectory had set high expectations for consistent growth.