Corona, after having established itself as the highest-selling Mexican beer in the U.S., is launching a major new campaign in the states for Corona and Corona Light—targeting Hispanics. Part of the campaign rests on new three new TV spots which will hit the airwaves nationally this Spring.
The effort will also include mariachi-themed out-of-home advertisements showing the musicians in front of the famous Hollywood sign for the California market, and in Miami, a South Beach hotel will display a Corona neon sign on its façade.
Finally, the company is executing a radio push targeting Hispanics that will run throughout the year.
Corona’s agency of record is Casanova Pendrill. To access Portada’s Media Buyer/Planner Directory, Click here.
Related Article: Corona’s Creative Shake-up (Dec. 2006)