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US: Crown Imports preps marketing push for Corona in US

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Crown Imports has announced details of a major marketing push for the Corona Extra and Corona Light beer brands in the US.

The company, a joint venture between Constellation Brands and Grupo Modelo, which imports, distributes and markets the Modelo portfolio in the US, said late last week that highlights of the campaign will include TV spots and print and out-of-home executions. Financial details of the campaign were not disclosed.

Two new Corona TV spots began rotation last week in the country. In 'Treasure Map', an aerial overview shows that X marks the spot. As the camera drops through the air to a close-up, the X is revealed to be a striped beach umbrella under which beachgoers enjoy a Corona moment. In 'Hotel Room', a clothing trail leads to an empty bed; instead, the vacationers are found drinking Corona on their veranda.

"We're always trying to develop new twists on the sun-and-sand theme that will delight viewers," said Timm Amundson, vice president of marketing for Corona Extra and Corona Light at Crown. "By adding elements of surprise to the work and finding new ways to get to the Corona beach, the campaign keeps consumers intrigued."

In addition to the TV creative, Corona Extra and Corona Light will offer marketing and promotional support in the form of print ads in lifestyle, entertainment and sports publications, including ESPN Magazine, Esquire, Sports Illustrated, Rolling Stone and Spin, and out-of-home executions, which will appear in all major markets.

Corona will also sponsor the Kenny Chesney 2008 'Poets & Pirates' Tour, which kicks off next month and runs until mid-September, Crown added.

Three national television commercials this Spring will target the US Hispanic market. Outdoor executions, meanwhile, will include a Mariachi band seen against the iconic Hollywood sign in southern California, and in Miami, a South Beach hotel showcases a Corona-inspired neon façade. Corona will also execute a radio campaign targeting Hispanic consumers throughout the year.


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