Crown Imports has announced the continuation of its first national multimedia advertising campaign for Corona Light entitled “It Only Gets Better.” A new TV spot launches the week of April 11th and showcases the more social and active nature of the Corona Light consumer.
The new campaign from advertising agency La Comunidad continues to build on the unique premium quality and casual nature of the brand. “Party Mashup,” the second execution of the campaign features two rooftop parties. One casual party and another that’s more high-end, come together by means of music and Corona Light. When the casual party is interrupted by loud music coming from the m ore upscale party, a moment of tension is resolved as the DJ’s join their music together. The upbeat mashup makes the music at both parties even better and is met by cheers and toasts from the crowd.
The New York City-based DJ’s The Knocks are made up by “B-Roc” Ruttner and James “JPatt” Patterson, and use their own song “Make it Better” and “It’s Like That” by Run DMC.
“This new campaign captures both the casual attitude and party spirit that Corona Light has come to represent,” said Jim Sabia, Executive Vice President of Marketing for Crown Imports. “The creative highlights the active personality and character of Corona Light drinkers and the strong energy they bring to any given situation.”
“Party Mashup” was directed by Paul Hunter and Dori Oskowitz and produced by PRETTYBIRD. The spot will air nationally beginning the week of April 11th on CBS, ESPN, ESPN2, NFL Network, TBS, NBA TV, Turner Sports and Versus. It will also be supported with an out-of-home campaign launching in May in key markets that include Southern California, New York City, Chicago and Miami.
“The idea of mashups related to Corona Light’s ‘It only gets better’ platform is a big idea,” said Jose Molla, Co-founder and Co-chief Creative Officer of La Comunidad. “This campaign represents the open minded spirit of the Corona Light consumer-when the interruption of the party is embraced by the crowd, they create an even better experience.”
