Monday, August 2, 2010

Corona Light Sets Sights on a Younger Party Crowd

LIGHT beer commercials usually focus on men, who are its biggest consumers, with machismo, humor and outright goofiness. Corona Light is going after a different group with a campaign for socially active men and women in their 20s.


Its “Moonlight” television spot features a large group of friends exuberantly partying on a beach while drinking Corona Light. It is the brand’s first stand-alone campaign separate from Corona Extra, which is the top-selling beer import in the United States. Both are imported and distributed by Crown Imports from Mexico, which had previously promoted them together in the same television commercials.


“The campaign takes what consumers know about Corona Extra — vacation in a bottle — and energizes and contemporizes it,” said Jim Sabia, executive vice president of marketing for Crown Imports.


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