Constellation Brands Beer Division announced a new partnership with Ogilvy Chicago on its Corona Light and Modelo Especial brands today, with Ogilvy being tasked with assisting “in the development and execution of marketing strategies to increase brand awareness, stimulate product trials, and accelerate sales for these two brands,” effective January 1st. Coronoa Extra was not part of the review, and will remain with Cramer-Krasselt.
Just last month we reported that Constellation had put portions of its Corona and Modelo brands up for review after Constellation and GS&P “mutually agreed to end their relationship” — although it was unclear at the time exactly which portions of the brands were up for grabs. Corona Light is the number one imported light beer in America, and fifth imported beer overall. Modelo Especial, meanwhile, has seen tremendous growth in recent years — with Constellation reporting “sales growth in the high double-digits over the past several years” — leading some to question if the brand is the “next Corona.” Modelo Especial’s growth has come without traditional ad support (the brand has yet to see a national broadcast campaign, for example) so it could be that Ogilvy Chicago will be tasked with bringing the brand to a larger stage.
“We believe our Modelo Especial and Corona Light brands have tremendous upside potential for growth,” said Jim Sabia, chief marketing officer for Constellation Brands Beer Division, in a press release. “Ogilvy & Mather Chicago brings a passion for our brands, a collaborative approach, and creative ideas rooted in consumer insights. We look forward to working with them to capture more of the market opportunity.”