Corona Gets Its Irish Up for St. Pat’s

DALLAS Gambrinus Co. will launch a 15-second television commercial and a 60-second radio ad in March to boost sales of Corona beer in the run-up to St. Patrick’s Day, the beverage importer said.

The images on TV and in retail outlets show a wedge of lime carved into the shape of a shamrock. The TV spot, created by Cramer-Krasselt in Chicago, will air nationally, and the radio ad, created by The Richards Group, will run in 40 markets.

Gambrinus will also promote its Modelo Especial brand through a calendar and sweepstakes offer with Stuff magazine through late March and April. The Modelo Especial calendar will be available in the March issue of the magazine, the company said.

Gambrinus reported all Modelo brand sales increased more than 12 percent in 2005 and were up 27 percent in January 2006 over the same month last year. The company 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.

The independent Richards Group of Dallas does TV and radio advertising for Gambrinus.