Corona Extra ‘refresca quienes somos’.

Corona Extra will launch a new national campaign this month designed to strengthen the brand’s relevance among Hispanics in the U.S. The campaign appeals to Hispanics to celebrate their individuality and reconnect with their Latino cultural identity and values: Corona “refresca quienes somos” – Corona “refresh who we are”. The campaign is the first new creative produced by independent advertising agency La Comunidad, which was hired by Crown Imports last year as its Hispanic Agency of Record.

The new campaign, aimed at Hispanic men and women ages 21-34, reminds Latinos through humor about what makes them unique, and encourages them not to lose their identity as they bridge in to American culture. The integrated campaign consists of one 60-second and four 30-second TV ads that will launch nationally on April 12 on Fox Sports en Español, ESPN Deportes, Telemundo, Telefutura and Univision among other outlets. Four radio spots and out-of-home executions reminding Latinos to reconnect with their Latino roots will appear in major markets throughout the U.S. beginning May 3rd. Based on Corona’s strong affinity with the Hispanic consumer, and the importance of this key demographic, Crown will increase media spending to this consumer by more than 44% in 2010.

“We are excited to further connect the Corona brand to U.S. Hispanic consumers in such an authentic manner through this campaign,” said Jim Sabia, executive vice president of marketing for Crown Imports, Corona’s exclusive U.S. importer. “The new creative uniquely brings to life a way for Hispanics to relate to their heritage and reminds them that Corona is a unique part of their heritage as well. The consumer insights at the foundation of the campaign are based on uniquely Latino cultural behaviors/customs Hispanics practice both here in the U.S. and in their countries of origin.”

In one of the spots, “Soccer”, we see two friends walking casually through a park when a soccer ball gets kicked in their direction. When one of the friends leans down and grabs the ball with his hands to return it, bleachers filled with members of the Hispanic community suddenly appear, and they all start singing a funny song to him. The lyrics remind him that Latinos always kick the ball and use their hands for other things like holding a Corona. Inspired, the Latin guy drops the ball and kicks it back to the players. The crowd cheers in celebration, welcoming him back to his Latin roots.

In another spot, “Baile”, a Hispanic man is dancing without rhythm in a hip crowded club. Suddenly, bleachers filled with people representing the Hispanic community appear, and they all start singing a funny song to him. The lyrics question if he left his moves in customs and ask him to please call Santo Domingo to have his rhythm sent back to him. They encourage the guy to go back to his Latin roots and help him find his rhythm again. A woman nearby who is impressed by his moves starts dancing with him as the crowd cheers in celebration, welcoming him back.

“While Corona has become one of the most successful Mexican brands in the world, we wanted to reinforce the brand’s relevance and personal one-on-one connection with Hispanic consumers. This campaign also refreshes Corona’s heritage and authenticity as a brand,” said co-founder and co-chief creative officer of La Comunidad, Jose Molla. “Corona is also a fun brand, that’s why the tone of the campaign is easy-going and fun, celebrating the democratic spirit of the brand”.