You can say that Cinco de Mayo is a “crown import,” and we pretty much owe it to Corona (Crown) — a Mexican beer. It might have been the effect of too much beer, or maybe just too much marketing. Blame it on the guac, the fajitas, the uplifting sounds of mariachi bands, the colorful Mexican flags, the margaritas, the beer … and more beer. And don’t forget the lime — another clever marketing stunt that demonstrates, once again, that advertising really works! Other beer brands have followed suit, but this “historic event” has turned so proprietary for Corona that nobody else comes close. Corona has even gone as far as to write “Cinco” with the very distinctive Corona font!
By Luis Miguel Messianu, Creative Chairman-CEO Alma, Miami
