Marking a clear shift in advertising and distribution strategy, Corona has consolidated its advertising representation – which was previously split between Cramer-Krasselt, Chicago and Richards Group, Dallas – by electing to drop Richards Group from the mix.

Corona's sales have grown at a breakneck pace in recent years, due in large part to the Caribbean-themed “vacation in a bottle” campaign produced by the Chicago-based creative shop.

The move comes in the wake of a simplified distribution model. Previously, U.S. distribution had been handled by two companies: Barton (whose advertising efforts were taken care of by Cramer-Krasselt) and Gambrinus (whose advertising was handled by Richards Group).

However, following a recent deal that granted exclusive distribution rights to Barton's parent company, Constellation Brands, it seems both Gambrinus and Richards Group have been dispatched with, in favor of Barton and Cramer-Krasselt.

Corona is not an important advertiser in Hispanic newspapers. In 2005 it only bought print advertising in newspapers in North Carolina, according to Portada Ad-tracking.

The advertising and distribution changes are unlikely to impact the Mexican beer's taste, which will continue to be best-enjoyed with a wedge of lime and a stretch of pristine beach.

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