Corona: Corona shoots their shot at March Madness

Sam Schaitberger, Jane Dorsett

Corona, a beer brand, dominated conversation during the USA's March Madness – one of US Basketball's most anticipated events.

Campaign details

Brand: Corona Brand owner: Anheuser-Busch InBev Entrant company: MullenLowe U.S.Idea creation: MullenLowe Los Angeles Market: United States Sector: Beer & cider Media channels: Word of mouth, Influencers, KOLs, Point-of-purchase, In-store, Online video, Social media, Competitions & contests, Public relations Budget: 5 - 10 million

Executive summary

March Madness, one of the U.S. Basketball’s most anticipated events, was dominated by domestic beers like Bud Light in sales, share-of-voice, and spending [1,2,3]. The category advertising emphasizes rivalries and rifts each season [4]. But after...

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