Corona Extra, Corona Light & Modelo Especial @ Casanova Pendrill.

Crown Imports LLC announced that it has named Casanova Pendrill Integrated Hispanic Communications of Costa Mesa, Calif., as its Hispanic agency of record for the company’s three principal brands: Corona Extra, Corona Light, and Modelo Especial. The Agency will handle integrated duties including strategic planning, creative development, production, media buying, promotions and public relations. Billings are not being disclosed.

Casanova Pendrill was selected after a formal national agency review process that included strategic and creative proposals. Tom McNichols, executive vice president of marketing for Crown Imports, credits Casanova Pendrill’s win to the agency’s creative, insight-driven communications ideas across disciplines. “We were looking for an agency partner that not only has successfully managed beer brands, but also understands how to leverage consumer insight into integrated communications platforms. Casanova Pendrill’s creative culture is very well suited for our needs.”

Said Dan Nance, Casanova Pendrill’s president and chief executive officer, “Corona and Modelo are icon brands that have amazing emotional connections with the Hispanic consumer. Equally as important, they also have a tremendous upside opportunity for growth in the Hispanic marketplace. We look forward to working with these fine beer brands to maximize growth.”

Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the entire U.S. The Modelo portfolio includes Corona Extra, the #1 imported beer in the U.S. and #6 beer overall, Corona Light, Modelo Especial, Negra Modelo and Pacifico beer brands.

Previous Hispanic agencies were Español Marketing Services for Western U.S. Hispanic efforts and GlobalHue for Eastern region Hispanic efforts.