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Crown Imports has launched its first national multimedia campaign for Corona Light.
The effort—including television, out-of-home and digital (Facebook and rich media ads)—positions Corona Light as the more “active” and “vibrant” of Crown Imports’ brands, versus say, Corona Extra, which is more “laid-back,” said Jim Sabia, evp of marketing for Crown Imports.
One 30-second spot, titled “Moonlight,” opens with a group of young beach goers partying, dancing and drinking Corona Light. When the sun sets, the DJ packs up his music and the party appears to be heading home.
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