Corona Extra – iconic brand embodies Latino Pride in the U.S.

Corona Extra is debuting this week a new national advertising campaign highlighting the success Latinos have experienced in the U.S. The Spanish-language multi-media campaign features a compilation of spirited vignettes and U.S. landmarks showcasing how Corona Extra, along with Latino sports, music, and culture, has become an integral element of the thread of American life.

Previously, U.S. Hispanic advertising for Corona focused on its deep Mexican heritage to create a link between Mexicans and their beer. With a newly expanded focus on the East Coast, the message has been broadened to reinforce that Corona is the brand that best represents the essence and spirit of all Latinos. Just as Corona has grown to become the number one imported Mexican beer in the U.S., Latinos have found their success here as well.

“Corona is not only a brand that represents Mexicans, but an iconic brand that symbolizes all Latinos‚ success,” said Guillermo Gutierrez, director of Hispanic marketing for Crown Imports, Corona’s U.S. importer. “By recognizing and celebrating our rich culture and new found traditions in the U.S., we reinforce the strong emotional connection with our brand.”

The new television campaign, “Nuestro Orgullo. Nuestra Cerveza.”” (Our Beer. Our Pride) developed by Hispanic agency Casanova Pendrill, showcases Latinos celebrating their culture and successful Latino life in the U.S. A sports vignette features triumphant Latino winners in lively baseball, boxing and soccer scenes. A second spot celebrates Latino music and traditions in the U.S. with a lively vignette of fiestas from San Antonio to Los Angeles to New York.

The two :30 second spots featuring celebratory sports revelry and vibrant music celebrations are scheduled to run on Univision, Telemundo and Telefutura through the end of the year.

To support the national campaign, several radio spots will be rotated in 46 spot markets including emerging markets in Washington, North Carolina, Minnesota and Philadelphia. The spots feature catchy jingles that are tailored for each station‚s genre, including a story of the “King of the Grill” set to a fusion of Hip-hop and Cha Cha Cha music.

Broadcast efforts are complemented by out-of-home, targeted print and retail promotions with regional focus in key markets. The OOH and print creative also showcases Latino pride through relevant images, such as Charros (Mexican cowboys) competing next to traditional cowboys, to an oversized Corona neon sign lighting up the nightlife in Miami Beach.

To round out the ad campaign, Corona Extra continues the celebration with its sponsorship of the Latin Grammy Award winner Alejandro Fernandez’s U.S. tour as part of the Conexión Corona concert series. As one of Mexico’s most famous performers of romantic ballads and traditional mariachi favorites, Fernandez has sold more than 20 million records and continues to climb the music charts. The sponsorship is supported by a fully integrated retail campaign and radio added-value promotions.