Thursday, April 14, 2011

Corona Light gets lightweight advertising.

Maybe I just don't get it.

Corona Light, which last year introduced the slogan "It only gets better" seems intent on making things worse when it comes to building its brand and business.

The latest effort is shot miles away from the beach and no where near the heart of the Corona brand.



Like I said, I don't get it.

Corona, the brand, has a well defined, relevant and differentiating brand promise "vacation in a bottle." Why would Corona Light not be "Vacation in a bottle without the guilt" or "Vacation that never ends in a bottle" promoting the concept known in the beer industry as "sessionability?"

Instead they've chosen to create completely separate marketing campaigns not leveraging any equity between the two products and position Corona Light as a party beer.

So now instead of something interesting and different, we get another beer spot with a DJ and a bevy of beautiful young people dancing and holding up their beer in celebration. How original.

Why did they do this?

Jim Sabia, Corona's marketing director is quoted in Ad Age as saying, "Consumers said go, get off the beach. Corona's got the beach. You guys can go off the beach."

Of course they can. You can go wherever you'd like. But just because you can, doesn't mean you should. And in this case, I'm pretty sure you shouldn't.

2 comments:

  1. Yeah, great idea. No other light beer is taking the "party beer" approach. Oh, wait...

    Light beers have so little to offer in the area of taste that the party beer position is all they have. Corona would easily just have ridden along with the main image for their version of swill. Now they are just another Natty Light with better production values. FAIL.

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  2. In a category that should be filled with great advertising, there's so little. This is why.

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