US: Corona debuts Latino ad campaign

By | 19 June 2008

Corona Extra is to debut a new national advertising campaign highlighting the success Latinos have experienced in the US.

The Spanish-language multi-media campaign features a compilation of spirited vignettes and US landmarks showing how Corona Extra, along with Latino sports, music, and culture, have become an "integral element of the thread of American life".

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

"Corona is not only a brand that represents Mexicans, but an iconic brand that symbolises all Latinos' success," said Guillermo Gutierrez, director of Hispanic marketing for Crown Imports, Corona's US importer. "By recognising and celebrating our rich culture and new found traditions in the US, we reinforce the strong emotional connection with our brand."

To support the national campaign will be several radio spots in Washington, North Carolina, Minnesota and Philadelphia, and out-of-home, targeted print and retail promotions with regional focus in key markets. 

Corona Extra is also sponsoring Latin Grammy Award winner Alejandro Fernandez's US tour as part of their Conexion Corona concert series.

Sectors: Beer & cider

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US: Corona debuts Latino ad campaign

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