Corona Starts Celebrating Early

DALLAS The importer of Modelo and Corona beer is getting a head start on Cinco de Mayo with an ad campaign from The Richards Group breaking April 17, the client said.

San Antonio-based Gambrinus, which markets the Modelo family of beers in the U.S., will run two television commercials and two radio spots. Ads and in-store promotional materials urge consumers to “Get their Cinco started.”

One 60-second TV spot shows items passing in front of the camera on a supermarket conveyer belt as a digital screen identifies each purchase. Peppers are followed by chips and salsa, sombreros and a 25-foot palm tree. Finally, an endless series of Corona six-packs passes by as the scanner reads out the tagline.

The TV spots will run on network cable, late-night and syndicated programming.

Don Mann, marketing group general manager at Gambrinus, said advertising for the Cinco de Mayo holiday has been an annual event since the 1980s.

“In bigger terms, nowadays, we want Corona to be the first thing to come to mind when they think celebration and relaxation,” Mann said.

The two Cinco de Mayo radio spots feature 60 seconds of upbeat music with a Latin flare. The male lead sings about “Corona Extra with a lime” and “the perfect time for a Cinco de Mayo fiesta.”

Campaign spending is undisclosed. The Richards Group is an independent agency in Dallas.