Corona extra & Modelo Especial To Debut New Hispanic TV, Radio & Outdoor Efforts.

Three new Spanish-language TV spots will break this month for Corona Extra. The creative is a continuation of the business-building campaign that has aired since 1999. The ads portray various unique landscapes of key states of Mexico, Yucatán, Hidalgo, and Guerrero, and highlight some of their musical, cultural, and gastronomic specialties, as well as handicrafts that are indigenous to each of these states. The campaign tagline – orgullosamente mexicana (proudly Mexican) completes each spot, as the grand finale to original and authentic music. The creative was developed by Español Marketing for Barton Beers, Ltd., which imports Corona and the Modelo brands in the western U.S. The TV spots will air on Univision and Telemundo and outdoor executions of this campaign will also post in key markets.

In addition, Corona will debut new radio creative for the Hispanic market this month. Two spots are continuations of a soccer-oriented campaign, where an announcer is trying to explain key plays and rules of soccer, while a listener keeps misinterpreting the words as phrases related to Corona, women, and parties. Three new spots pay tribute to great Mexican foods. One has an original corrido-style song that describes a typical Mexican feast, made even more enjoyable with good cold Coronas. Two pay humorous tributes to two mainstay foods of Mexico – the torta (sandwich) and the enchilada. Another commercial adapts a traditional Mexican courting ritual to life in the US, toasting great romances and relationships with Corona beer, the #1 imported beer in the U.S.

Modelo Especial Extends Popular Campaign

For Modelo Especial beer, Español developed a campaign for Barton Beers that plays off of the double entendre of the Spanish word Modelo – which means model and Modelo beer. Beautiful Modelos magically appear in all types of situations, offering men “Sus Modelos, Señores.” This successful and memorable campaign has been extended into all television and radio advertising, as well as in-store POS materials. Two new Spanish-language TV spots break in March for Modelo Especial. In one spot, two typical Mexican-American males’ fantasies become reality when they open up some Modelo beers, and are taken back to a small beach town in Mexico, enjoying a wonderful afternoon and a gorgeous sunset with their Modelos. In another spot, a great pick-up game of soccer on the beach is interrupted when the ball is kicked into the nearby dense woods. As the guys are trying to figure out how to get the ball, three beautiful Modelos approach, giving everyone a great excuse to take a break. Modelo Especial is the #10 import in the U.S. market.

“Over the past few years, sales and share have grown substantially, and Corona has become the undisputed leading imported brand in the key Hispanic markets in our territory,” said Tom McNichols, Executive Vice President of Marketing for Barton Beers. “Additionally, the U.S. Hispanic campaign has evolved into an integrated campaign including television, radio and out-of-home advertising, targeting Mexican-American men who consume Spanish-language media.”

Eva May, Managing Director of Español Marketing, believes that “the strength of Corona’s advertising campaign is that it focuses on the innate nature of Corona – it is the authentic Mexican beer. When we first began working with Barton Beers, the category was cluttered with domestic beers spending millions of dollars targeting Mexican-Americans in Spanish, and claiming to be the beer of choice for all types of authentic Mexican occasions – basically pretending to be Mexican beers. We designed a strategy and created a campaign that puts Corona in its place as an authentic Mexican brand. We relate the pride one has in Mexico with the pride Corona has in being Mexican, and promote the enhanced experience one will have when enjoying traditional Mexican activities, which are common in the U.S., and drinking Corona beer. We have seen how consumers agree wholeheartedly with this idea via strong increases in sales volume and share, advertising awareness and recall, and multiple qualitative research sessions.”

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