Corona Light, the number one imported light beer in the U.S, is debuting a new national marketing campaign that encourages consumers to trade-up from their brown bottle domestic light routine to a Corona Light for a refreshing changeof pace. As Corona Light continues to strengthen its brand identity, the light beer brand is looking to increase its trial with consumers who are used to buying domestic light
“We wanted to explore the concept of how trading-up on your beer can alter the course of your entire night,” said Jim Sabia, chief marketing officer, Crown Imports. “Our campaign takes aim at the post-college, day-to-day rut that many people find themselves falling into by offering a refreshing Corona Light as the way to break free from themonotony.”
Corona Light’s new campaign consists of two TV spots and a customizable “Rut Buster!” Facebook application, which offers exciting, rut-busting alternatives for those who find themselves caught in a monotonous routine.
Ad agency Goodby Silverstein & Partners, production company The Directors Bureau and director Mike Mills, capture the essence of the post-college rut with the new Corona Light TV spots. Both open with a still-frame montage, featuring two young males helplessly moving through life’s daily routine; eat, work, brown bottle light beer, sleep, repeat. The cycle is only broken when they make the trade-up to a refreshing Corona Light. From there, a, refreshingly different night ensues. The spots end with the new
tagline, “A Refreshing Change of Beer.”
Corona Light will also launch the “Rut Buster!” Facebook application in June, which allows users to create, customize and share a “Rut Buster!” video montage with Facebook friends who are in danger of falling into one of their own.
Upon receiving a “Rut Alert!” on their Facebook wall, the recipient can choose to “Bust my Rut” by selecting the post and revealing their personalized “Rut Buster” video. The recipient can then choose to create a response video or “bust out” another friend in his or her network.
“Corona Light is a unique and special brand in a sea of brown-bottled light beer. The challenge was to create a campaign that delivered on that uniqueness, and pushed people out of their domestic light beer-drinking routines,” adds Jamie Barrett, creative director/partner of ad agency Goodby Silverstein & Partners. “We were proud to collaborate with Crown Imports on this campaign and we can't wait to unleash it on the world.”
Agency: Goodby Silverstein & Partners
Product Name: Corona Light
Client: Crown Imports
Launch Date: 4/28/12
Campaign Elements (print, TV, digital, outdoor, etc.): 2 x :30 TV spots, digital
Name of Executions: TV: “Stan” and “Mark”; Digital: Rutbuster App
Tagline: A refreshing change of beer.