Corona Extra, the number one imported beer brand in the U.S., is evolving the “Find Your Beach” phrase to challenge consumers to be introspective. The campaign will introduce a new wave of interactive elements to transform the “Corona Beach” from a physical place to a state of mind, an evolution for the traditionally beach-oriented beer brand.
“Our brand has always looked to provide our customers with ways to relax responsibly,” said Jim Sabia, executive vice president of marketing, Crown Imports. “In today’s busy world, it’s more important than ever that we identify time for ourselves to enjoy life. We hope the Corona brand can serve as a beacon that leads consumers to their beaches, wherever they may be.”
Corona will be launching a Facebook page this month to reiterate the manifesto that your beach doesn’t actually have to be a beach. To support these efforts, Corona will introduce a new series of commercials developed by Cramer-Krasselt, beginning June 2nd during the NBA playoffs, to showcase the various opportunities to Find Your Beach.
The campaign will also feature two new TV spots of everyday situations transforming into picture-perfect settings. “Flight” paints the illusion of a couple relaxing on a beach when a flight attendant passes between them with a bar cart. The flight attendant triggers a daydream sequence with the two adults finding their beach on an airplane. The second spot, which is set to debut later this year, “Snow Sand” will feature a snowboarder descending a sand dune, stopping to relax at a Corona-inspired beach. Viewers slowly realize she is really on a snowy mountain-side, soaking in the scenery and enjoying a Corona after a long day of riding. Each spot closes with Corona drinkers on the beach and the new tagline “Find Your Beach.”
Corona will also host a consumer engagement platform on Facebook and mobile, created by Pereira O’Dell, that rewards users for interacting with the brand and finding their own beach. In September, a new mobile application will launch, encouraging users to earn points by checking into their personalized beaches and completing tasks. Whether they check in at a stadium or a ski lodge, challenges will change depending on the user’s lifestyle, the season, and even holidays.
“We’ve implemented creative change-ups to our signature brand,” said Sabia. “We’re proud of what our brand has grown to represent and excited about the opportunity to evolve with our customers.”
