Corona Mulls 4 Hispanic Shops

NEW YORK Constellation Brands, the U.S.-based company that holds the distribution rights for Mexican beer Corona, is poised to select an agency to handle advertising aimed at Hispanics for its flagship brand, according to sources.

The four finalists are: Costa Mesa, Calif.-based Casanova Pendrill; Conill and La Agencia de Orci, both in Los Angeles; and New York-based OLE, sources said.

The brand spent $1.2 million in domestic Hispanic media last year, but less than $150,000 through the first seven months of 2006, per TNS Media Intelligence. All told, Corona spends more than $50 million annually on U.S. ads, mainly focused on Cinco de Mayo celebrations.

The Richards Group in Dallas and Cramer-Krasselt in Chicago, both independent shops, handle Corona’s English language ads.

This spring, Richards broke work for the client urging consumers to “Get their Cinco started” [Adweek Online, March 30].