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. Interspersed among hanging rows of starched white shirts is a Hawaiian shirt, which belongs to the counterman. Another ad shows a vast office cube setting. In the far background two peo ple play volleyball with a beach ball.
A strip below each ad shows the more typical Corona-beach setting, with the tagline, "Go someplace better."
"We look at it as a bit of an evolution," said Bob Volkman, creative director at C-K. "We dip into everyday life situations. It's just a way to freshen up the formula."
That formula—"sun, fun, and beach"—has been Corona's calling card for over a decade and will continue in TV spots from C-K set to break later this spring. Those spots will be set on the beach and not pick up on the print effort.
A total of $30 million was spent on Corona through October of last year, according to CMR.