Importer Puts Corona Radio on Ice | Adweek Importer Puts Corona Radio on Ice | Adweek
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Importer Puts Corona Radio on Ice

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DALLAS The Gambrinus Company that markets Corona beer in the U.S. breaks a new 60-second radio spot tied to the resumption of National Hockey League action this month, the company said. The Richards Group created the ad.

Gambrinus also plans to run two TV spots created by the Dallas agency, "Shower" and "Ship in a Bottle," for eight weeks on Fox Sports Net, the company said.

The "Hockey" radio spot is revolves around a discussion between two players. One boasts about his freshly capped teeth, and the other points out the strangely bright uniforms and straw hats of the opposing team, acquired after an off-season spent south of the border drinking Corona. "Hockey" will be airing in select markets Nov. 14-28.

"The TV buy and radio spots are a fun way of incorporating our brand in a sport that is not typically associated with Corona," said Don Mann, Modelo Group general manager for The Gambrinus Company.

San Antonio-based Gambrinus imports Modelo's Corona Extra, Corona Light, Coronita Extra, Modelo Especial, Negra Modelo and Pacifico Clara beers to 25 states, the District of Columbia and the Caribbean.