Corona Extra Beer is hoping to add to the sizzle with its latest U.S. Hispanic-market promotion, "El Ritmo del Verano con Corona y Paulina." Corona, the No. 1 import beer in the United States, has signed hot international Latin music star Paulina Rubio to anchor the promotion.
"This association has been carefully chosen to represent the ideal image for Corona within the U.S. Hispanic market," said Don Mann, Modelo Products Director. "Paulina Rubio is a tremendous talent, and her connection with Mexico's tropical beaches (she is often referred to as 'La Chica Dorada' - The Golden Girl," the name of her debut album) is a terrific representation for Corona's tropical beach heritage."
"El Ritmo del Verano con Corona y Paulina" launches this July in New York, Miami, Atlanta, Dallas, Houston, San Antonio, Austin, Washington, D.C., Boston, Orlando, Philadelphia, Baltimore, Charlotte, Tampa and other markets with the release of an 18-month Corona calendar, La Chica Corona del Año (Corona Girl of the Year), featuring Paulina. The campaign includes P.O.S. with TV, radio and Internet support, and sponsorship of Paulina's first U.S. concert tour, slated for 2001-2002. Concert tickets, T-shirts and caps will be distributed during special events and radio contests.
Paulina, a Mexico City native, launched her career in 1982 with the pop group, Timbiriche, releasing 11 albums with the group. In 1992, she launched her solo career with her album La Chica Dorada. Her album Paulina has been on the Latin Billboard Top 50 for 28 straight weeks. Featuring the hit single Lo Haré Por Tí, the album was Paulina's break-through in the U.S. Latin music genre and recently garnered her the internationally televised Premio Lo Nuestro Award (the nation's longest-standing Latin music awards).