With Cinco de Mayo right around the corner, The Joester Loria Group’s client, Constellation Brands is ramping up marketing efforts for their portfolio of beer brands including Corona Extra, # 1 imported beer, Corona Light, #1 imported light beer and Modelo Especial, #2 imported beer.
While Cinco de Mayo is historically a Mexican holiday, the occasion has become one of most popular holidays in the U.S., celebrated equally by 57% of the general population and 55% percent of Hispanic consumers. Many credit Corona Beer’s popular ad campaign launched in 1989, for making Cinco de Mayo mainstream in the U.S. market. In recent years, the widespread appeal of the holiday has increasingly attracted the interest of retailers and restaurants nationwide. Cinco de Mayo is not only the first fiesta of the year, it is the unofficial start of summer.
Corona is synonymous with Cinco; it’s the #1 beer brand associated and consumed during the holiday and #1 import. Corona was the #1 Growth Brand out of ALL Beer Brands during Cinco 2015. More than a beer brand, Corona is an inclusive, social brand that brings people together and makes it easy to celebrate Cinco.
The Corona 2016 campaign, boosted with a significant investment in TV and digital media, social media support and advertising, is certain to drive top of mind awareness of the holiday and increase participation.
The celebration will extend to select bars and restaurants, which will feature festive promotional tools provided by Corona.
Modelo Especial, known for its rich Mexican heritage and distinctive taste, continues its bilingual TV and digital video campaign promoting the brand as the Authentic Choice for Cinco de Mayo Celebrations. In 2016, the Modelo Master Brand is launching festive new merchandise and marketing, including promotions in stores, restaurants and bars, driving awareness and recruiting new drinkers into the Modelo franchise among experience seekers.
As the brand licensing agency for the Constellation Brands beer portfolio, The Joester Loria Group, has developed a broad collection of lifestyle brand extensions across key segments including fashion, accessories, footwear, beach gear, glassware, home décor, and giftware. Corona licensed products are consistent top sellers in over 15,000 retail doors.