Corona Kicks Off Summer Push

NEW YORK Mexican beer Corona has launched “Corona Destapa el Verano,” a radio and event-marketing campaign targeting U.S. Hispanics.

The campaign, now in its second year, began at New York’s Crobar Thursday night and is set to roll out in Charlotte, N.C., Dallas, Houston and Austin, Texas, Miami and Orlando, Fla., Atlanta and Washington, D.C.

Crafted by New York-based GlobalHue, the push features Mexican singer Pilar Montenegro and offers participants 21 and over a chance to join dance contests. Montenegro will serve as a judge to select semifinalists.

The final dance contest, in which all semifinalists will perform, is scheduled to take place in Houston on Aug. 31. The judges will make a decision and award prizes, including a one-year membership to the Arthur Murray Dance Studio, $5,000 in cash and a contract to perform on tour with Montenegro.

GlobalHue has worked with Corona since 1995. Last year, however, Dallas-based Ornelas & Associates handled “Destapa el Verano” for the brand in five markets, while GlobalHue was in charge of New York, Miami and San Antonio.