Corona Extra launches new Hispanic multi-media campaign.

Corona Extra’s new Spanish-language campaign will highlight the best of Mexico via television, radio and outdoor creative scheduled to debut this week.
The “Lo Mejor de Mexico Esta Aqui” (The Best of Mexico is Here) creative marks the first work for the brand produced by Casanova Pendrill, new Hispanic agency of record for Crown
Imports, Corona’s exclusive U.S. importer.

The campaign leverages a key brand equity – Corona’s strong Mexican heritage. The creative executions evolve this heritage from a nostalgia for the traditions from home and
focus on Mexico, to spotlighting how U.S. Mexican consumers have maintained and integrated these customs and traditions into their lives in the U.S.

“We identified an opportunity for Corona to broaden its appeal to Mexican consumers in the U.S. by giving it a more contemporary look and feel, while maintaining its Mexican pride,
heritage and tradition,” said Guillermo Gutierrez, Director, Hispanic Marketing, at Crown Imports.

The concept highlights the success of both the Mexican beer and the Mexican people here in the U.S. “Mexican consumers come to the U.S. with tremendous pride in their culture and heritage – but also with a tremendous desire to succeed,” said Dan Nance, president, Casanova Pendrill. “And Corona is a shining example of a Mexican brand that has come to
the U.S. and experienced unprecedented success, not only in the Hispanic market, but it’s also become the #1 import brand in America. The focus becomes less about Mexico and
more about my life and success here in the States. We wanted to celebrate that success.”

The campaign features a compilation of vignettes showing how “The Best of Mexico” (its people, foods, culture) live easily side by side with those elements that represent the “best of the U.S.” “We wanted to show the way our Mexican traditions live side by side with our new American way of life – our “conchas” living side by side with the donuts and the bagels, our tamales sharing the Thanksgiving table with the turkey and cranberry, etc. And of course, we wanted to show our beer sharing our experiences and our success in the US,” said Elias Weinstock, executive creative director, Casanova Pendrill.

The campaign features three renditions of the popular song “Mexico en la Piel”, written by Jose Manuel Espinoza Fernandez, which serves as almost an anthem for the spots. “We
believe this song captures the spirit of what many Mexican consumers here in the U.S. feel.

Although they have made a life in the U.S., they still carry many elements of their home country “under their skin”, said Rodrigo Lino, associate creative director. The campaign
carries the tagline: “Mexico is where there are Mexicans. Mexico is where there is Corona”.

The campaign will air on Univision, Telemundo, Telefutura, TV Azteca; and the radio spots will run in major markets across the U.S. The TV campaign was developed by Rodrigo Lino,
associate creative director, Alejandro Rodriguez, senior art director, Francisco Vargas, senior copywriter and Gueri Segura, art director. It was produced by Pilar Matallana and directed by Giovanni Bedeschi with NOMAD Films.