Are you ready for a light beer you can actually taste? If so, you might finally be an adult.
Such is the realization in Corona Light’s 2014 TV campaign. The first ad to hit the air “Bar Epiphany,” features a thirtysomething man walking through a bar and appreciating his newfound surroundings—away from the cacophonous, sticky-floored bars of his past.
“Your average 21 year old isn’t as concerned about taste when choosing a light beer,” states Adam Reeves, creative director and associate partner at Goodby Silverstein & Partners. “The audience we’re talking to has matured to appreciate quality beer, and they aren’t as willing to compromise on flavor. They want a light beer to taste like beer. “
The commercial also features Corona Light in draft form rather than the traditional bottle. Corona Light on draft recently rolled out in 35 markets.
The tone of Corona Light’s 2014 TV campaign is also dramatically different from the competitors’ lowbrow marketing plays for young male drinkers. The refined bar scene culminates in a “smoking-hot brunette” catching the main character’s eye. And while the man is confident he’ll be taking her home, it’s because she is his wife.
Ad Agency: Goodby Silverstein & Partners
Client: Corona Light
Partner: Jeff Goodby
Creative Director: Adam Reeves
Art Director: Kristin Graham
Copywriter: Mitch Gage
Broadcast Producer: Conor Duignan
Group Account Director: Rob Smith
Account Director: Kiki Veralrud
Brand and Communication Strategy
Director of Brand Strategy: John Thorpe
Senior Brand Strategist: Ralph Paone
Senior Communication Strategist: John-James Richardson
Business Affairs Manager: Chrissy Shearer
Production Company: Radical Media
Director: Steve Miller
Director of Photography: Eric Schmidt
Executive producer: Donna Portaro
Line Producer: Barbara Benson
Editing House: Rock, Paper, Scissors
Editor: Grant Surmi
Producer: Meagen Carroll
Music House: Marmoset Music
Creative director: Brian Hall
Senior Producer: Rob Dennier
Sound Designer: Barking Owl / Michael Anastasi
Audio Mix: Samuel Casas / Rohan Youngview more - Creative
Categories: Beers, Alcoholic Beverageslbbonline.com, Tue, 29 Apr 2014 16:14:00 GMT