Corona Zeroes In With Print Ads

Cramer-Krasselt in jects Corona beer’s tropical attitude into everyday life in the brand’s first major print effort in over a decade.

Barton Beers, which distributes Corona in the Western U.S., has concentrated on TV, radio and outdoor for the past decade in an effort to reach a wider audience. The decision to add print was made because “as the brand continues to grow, we need to concentrate on being more target spe cific,” said Timm Amundson, Modelo Brands vice president at Barton.

Print ads will break in April issues of a number of publications favored by college-aged men and those in their 20s, including Playboy, Gear and FHM.

One execution shows a man at the counter of a dry cleaner.