Corona Extra Is Using Cohesive Marketing for Hispanic, General Consumers

Brand boosted media spend over an estimated $100 million

Corona Extra is betting on multicultural marketing, and will use the same creative approach for its Hispanic and general consumer ads, using both Spanish and English.

"This is the first time that we've used the same program for the general market, total market, both multicultural and Hispanic consumers," said Jim Sabia, chief marketing officer for Constellation Brands' beer division. 

The Constellation Brands' beer boosted its media spend 29 percent this year, according to Sabia, who declined to provide the exact dollar figure that the company plans to spend on Corona Extra. It spent almost $91 million in 2013, and that was a 30 percent increase from 2012's $62 million spend, according to Kantar Media.  

Two ads, created by Cramer-Krasselt and La Comunidad, respectively, will run throughout the summer. The spot created by La Comunidad has two iterations, one that uses English and one that uses Spanish. The ads will run on television and digital video channels. A new spot, which is a sequel to the last year's "Some Beaches," is slated to be released in August. 

The beer is also using a digital platform, deemed "Fill Your Summer," run by digital agency Upshot, featuring contests with prizes, such as Beats by Dr. Dre headphones and GoPro cameras

"This is our most ambitious marketing program to date," said John Alvarado, vp of marketing for Constellation Brands' beer division. This shift stems from the growth of the multicultural millennials, according to Alvarado, who says that the generation perceives Corona as a multicultural brand. 

While creative work for Corona Extra is handled by Cramer-Krasselt, creative duties for Corona Light have shifted from Publicis to Goodby, Silverstein & Partners. Although the work is done by different agencies, the effort to provide synchronized Hispanic and general consumer marketing will remain intact. "Each of the agencies have the same creative brief but they execute it based on the consumer they are targeting," said Sabia.

"From our perspective, taking this approach really broadens our opportunity to speak to Hispanic consumers through multiple vehicles," said Alvarado. "Where traditionally most brands have spoken to Hispanic consumers through just Hispanic television, this allows us to speak to consumers through multiple spots. Most multicultural millenials are bilingual."