CHICAGO No one seems to be tired of sun and the beach as Corona Extra and Corona Light continue the 18-year-old vacation-in-a-bottle positioning that made Extra the leading imported beer.
A new batch of Corona moments will launch next week in TV, print and outdoor ads created by Cramer-Krasselt, Chicago. The executions were shot on the beaches of Tulum, Mexico, and once again incorporate the palm trees, clear bottle, lime wedges and other images that have grown familiar in the "Miles away from ordinary" campaign.
Among the buys for TV are programs such as Jimmy Kimmel Live, Late Show With David Letterman, Saturday Night Live and Mad TV.
The Grupo Modelo beer also will continue as the "Official Sponsor of the Timeout," with metaphors of how sports would be played in the laid-back Corona world as presented by sports photographer John Huet.
These ads were shot in pro sports stadiums and will appear in Sports Illustrated and ESPN: the Magazine, and in stadium publications for clubs such as the Oakland Raiders, San Francisco 49ers, Chicago Cubs, Los Angeles Lakers and various university teams.
Measured media spending last year was $45 million for Corona Extra and $4 million for Corona Light, per Nielsen Monitor-Plus.
Despite spotty shortages in some markets last year as a result of a production crimp with Modelo's glass bottle supplier, Corona Extra's 2006 shipments grew 12.8 percent, the biggest leap among the top 10 brands, to 8.85 million barrels. Crown Imports, Chicago, handles distribution and marketing duties.