As the brand licensing agency for Constellation Brands’ beer portfolio, JLG continues to develop retail and marketing initiatives that align with Corona’s 100 Days of Summer campaign.
Corona kicked off the summer in April with a dynamic all store activation at Spencer’s featuring a multi-category assortment of men’s and women’s apparel, swimsuits and accessories alongside of glassware, blankets, and drink accessories from Corona partners Bioworld, Concept One, PSD, Silver Buffalo, and The Northwest Company. The April launch included window displays prominently featuring Corona signage in all 650 Spencer’s doors, a Corona landing page on Spencers.com, multiple social media posts on Facebook and Instagram that reached over 15 million consumers, and dedicated email blasts to more than 1.55 million customers.
Also in April, Kroger ramped up its Cinco de Mayo assortment in 2,640 locations with a free-standing Corona dedicated display of festive beer accessories including bottle Corona cozies, bottle ponchos, a multi-color cup pack, and tin buckets. The colorful selection from licensee, West Coast Novelty, is the perfect way to liven up the Cinco de Mayo Fiesta and continue the fun for the 100 days of Summer.
The summer celebration arrived at Meijer’s 242 doors in July with the loungewear endcap from licensee Crazy Boxer that prominently displays Corona’s vivid heritage with both beach-themed and sugar skull-themed boxers. Also at Meijers, licensee Silver Buffalo has brought an assortment of Corona freezer mugs, pint glasses, and chip and dip plates to the Summer Trend Table.
At Walmart, a rolling collection of Corona product continues to hit the floor. BioWorld men’s swim sets, apparel and footwear collections can be found in all doors, while Corona pool floats form licensee Polygroup, and glassware, drinkware, glass sets, pitchers and cozies from Silver Buffalo expands the brand’s footprint in hard goods.
The party really gets going with the Corona x Reef collaboration!, In May, an exclusive launch event at the W Hotel in Hollywood, CA in conjunction with the Corona Electric Beach festival and the Surf Rider Foundation was attended by 600 lucky participants, and over 100 social media influencers such as Ozzy Morales, Chelsea Rose, and Britney Vest. Attendees enjoyed games, beach-friendly treats, won prizes and, of course, sipped Corona beer! The next Corona x Reef collection will be released for Dia de Los Muertos 2018, with more events to follow.
Finally, a great bottle of Corona is always better with the perfect lime, and, in Summer 2018, Earth Source has introduced Corona branded limes!