'Ship in Bottle' Carries Corona Image | Adweek
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'Ship in Bottle' Carries Corona Image

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DALLAS The Richards Group this month breaks a $32 million campaign for Corona Extra and Corona Light that includes television, print and billboard ads, the agency said.

Richards, a Dallas independent, has held the Corona account for nine years. Like past work, the new spots will feature evocative artistry tied to Corona's tropical image, the shop said. Corona is one of several Modelo brands imported into the U.S. by San Antonio-based Gambrinus Company, which hired Richards.

One of four new TV spots, "Ship in a Bottle" shows a ship sailing across the ocean. The view then pans out, showing a man holding an empty Corona bottle on its side and a woman watching as they sit on the beach. The ship appears to sail into the bottle and is captured by the woman who corks the bottle with a lime. The 30-second spot ends with the tagline, "Miles away from ordinary." Other TV spots are "Ticket," "Level," and "Droplet."

A Corona Extra outdoor campaign this summer takes a regional approach with billboards showing bird's-eye views of remote islands in familiar shapes. Houston, Austin, Dallas and San Antonio, for example, will see the island in the shape of Texas. Elsewhere, some islands will be shaped like New Jersey, a football and a guitar.

The new Corona Light campaign compares the world of regular light beer to "The Tropic of Corona Light." A "Live the Limelight" promotion runs through June with a consumer sweepstakes and retail displays. The winner of the sweepstakes receives a one-week stay at the beach, every year for life.

Print ads will appear in Rolling Stone, Maxim and Men's Health, the agency said.