Corona

Corona wanted to broaden its association beyond memories of Mexico. Tapping into the busy 24-to-39 demo’s desire to make the most of its downtime, Corona sought to expand its niche to become the beer of vacations, general relaxation and escapism.

To do that, Mediaedge:cia had to mastermind Corona presence wherever the consumer was either taking a break or thinking of one, increasing its association with entertaining at home, relaxing at the cottage or hitting up a patio on a nice summer day.

MEC formed a partnership with Alliance specialty channels to create special Corona-branded vignettes featuring Trish Magwood, the host of Party Dish. These vignettes ran throughout programming that fit with the core demographic, with an emphasis on home entertaining programs. A microsite on foodtv.ca featured backyard entertaining tips and recipes.

Working with Molson sales, Mediaedge:cia developed a full patio domination program, placing Corona-branded Muskoka chairs, tables, tiki bars, thatch umbrellas and misting palm trees to transform licensed patios into mini-oases. To increase impact, branded weather-triggered “ideal patio weather” alerts ran on radio and online via the Weather Network.

Mediaedge:cia also formed a partnership with Cottage Life magazine, with Corona presence and contests at the Spring Cottage Life Show and full-page ads and recipe pages in the magazine and on cottagelife.ca. A removable sticker insert to mark key holidays in the Cottage Life calendar with a tiny Corona label created a direct link with consumers’ downtime moments.

Finally, Mediaedge:cia added an extensive OOH buy skewed to licensed patios, beaches, cottage country escape routes and key points of retail.

Corona’s share continues to grow, as does its brand/ad recall and association with relaxation.