The Joester Loria Group’s client Corona celebrated Cinco de Mayo with its biggest ever celebration last week in the form of a fully-integrated 360-degree marketing campaign. The “Lime Drop” campaign included national TV and digital advertising, social media, PR, events and retail programming.
To kick off the festivities, Corona partnered with actor Josh Duhamel to turn the Times Square New Year's Eve ball into a lime, which was dropped to create an exciting “Lime Drop” moment. In addition to this live event, Corona also executed a supporting “Lime Drop” social media campaign, which included a Snapchat lens. Additionally, Corona ran Cinco de Mayo TV spots leading up to the holiday in its biggest ever TV spend. Constellation Brands, the exclusive brewer, importer and marketer of Corona for the U.S. market, also rang the closing bell at the New York Stock Exchange on Cinco de Mayo.
Corona is currently celebrating its 20th year as the the No. 1 imported beer in the US. According to a Fortune article about Corona’s latest marketing initiatives, “Corona sold 3.18 billion bottles of beer last year, which equals about 100 bottles of Corona Brands consumed every second in America.” Additionally, it’s the only top five beer brand that has gained market share in recent years.
As the brand licensing agency for Corona, The Joester Loria Group has extended the brand into a variety of categories including apparel, beach accessories, glassware, bar accessories and homeware.