Coronas New Online Campaign
Corona is trying something new with their brand by
connecting it to football. They have a series of animated spots anchored by ESPN
analyst and former head coach of the Tampa Bay Buccaneers, John
Gruden known as “Grudens Guide”. The concept of these ads are to school viewers
on the different football stadium locations as getaways (Corona wants you to
know that your favorite football stadium is really a beach). They have ads
targeting different locations such as Chicago, New York, Pittsburg and more. These
ads were created by ad agency Pereira &
O'Dell and production company Stardust. Corona is reaching out to a different
type of audience with this online campaign. This campaign looks nothing like
the Corona commercials on television. Corona uses the method of Football as a
mini-vacation even when you’re sitting on a coach watching the game. Everyone
knows that beer goes with football and corona is trying to become the consumer
choice for beer when watching football. Overall Corona pleads to “drink beach
beer at your football beach”.
Questions
1. Do
you think this marketing campaign will be successful?
2. Do
you think their goal to reach out to football fans was achieved?
3. Do
you believe this campaign helps to push the brand in becoming a “football beer”.
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