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...