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Corona Extra is betting on multicultural marketing, and will use the same creative approach for its Hispanic and general consumer ads, using both Spanish and English.
"This is the first time that we've used the same program for the general market, total market, both multicultural and Hispanic consumers," said Jim Sabia, chief marketing officer for Constellation Brands' beer division.
The Constellation Brands' beer boosted its media spend 29 percent this year, according to Sabia, who declined to provide the exact dollar figure that the company plans to spend on Corona Extra.
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