Corona Extra will launch a new national campaign this month designed to strengthen the brand’s relevance among Hispanics in the U.S. The campaign appeals to Hispanics to celebrate their individuality and reconnect with their Latino cultural identity and values: Corona “refresca quienes somos” – Corona “refresh who we are”. The campaign is the first new creative produced by independent advertising agency La Comunidad (www.lacomu.com), which was hired by Crown Imports last year as its Hispanic Agency of Record.
The new campaign, aimed at Hispanic men and women ages 21-34, reminds Latinos through humor about what makes them unique, and encourages them not to lose their identity as they bridge in to American culture. The integrated campaign consists of one 60-second and four 30-second TV ads that will launch nationally on April 12 on Fox Sports en Español, ESPN Deportes, Telemundo, Telefutura and Univision among other outlets. Four radio spots and out-of-home executions reminding Latinos to reconnect with their Latino roots will appear in major markets throughout the U.S. beginning May 3rd. Based on Corona's strong affinity with the Hispanic consumer, and the importance of this key demographic, Crown will increase media spending to this consumer by more than 44% in 2010.
“The consumer insights at the foundation of the campaign are based on uniquely Latino cultural behaviors/customs Hispanics practice both here in the U.S. and in their countries of origin." said Jim Sabia, executive vice president of marketing for Crown Imports, Corona's exclusive U.S. importer.
“We wanted to reinforce the brand's relevance and personal one-on-one connection with Hispanic consumers. This campaign also refreshes Corona’s heritage and authenticity as a brand,” said co-founder and co-chief creative officer of La Comunidad, Jose Molla.