CLIENT
Constellation Brands
Ann Legan, Vice President Brand Marketing Constellation Brands Beer Division
Jim Sabia, Chief Marketing Officer
John Alvarado, VP, Brand Corona Family
Alex Schultz, Director, Brand Marketing - Corona
AGENCY
Ann Legan, VP, Vice President
Jim Sabia, Chief Marketing Officer
John Alvarado, VP, Brand Corona Family
Alex Schultz, Director, Brand Marketing - Corona
Horizon Media
Matt Palmer, VP, Group Planning Director
Bill Dow, SVP, Group Creative Director
Brandon Ireland, Associate Creative Director
Renee Chez, SVP, Group Account Director
Dana Fulena, VP, Account Director
Rick Hamann, SVP, Executive Creative Director
SUMMARY
Corona had an extremely popular campaign grounded in “Find Your Beach” featuring sandy serene vibes and clever situations. But a few years ago, the brand noticed a change in consumers. The idealized beach getaway alone wasn’t connecting with the new generation of drinkers. To reach them, Corona had to evolve the spirit of the getaway to own the everyday moments that matter to millennials. The beach getaway could be anywhere, a backyard, a happy hour, and anytime you want to unwind. This approach propelled record-breaking sales of +20% since 2014.
