Molson Coors: Big advertising campaign for Corona Extra

By Noli Dinkovski

- Last updated on GMT

Corona Extra: Molson Coors announces big advertising campaign
Corona Extra: Molson Coors announces big advertising campaign

Related tags Corona extra Advertising

Molson Coors is putting sociability at the heart of Corona Extra in its biggest ever ad campaign for the brand.

Running until mid-July, the new outdoor campaign is backed by a strong digital element. It will focus on the bucket serve, which, according to Coors, makes Corona an ideal drink to enjoy with a group of friends.

Outdoor advertising will appear on billboards and 6,000 posters, and the campaign will include Facebook activity and the launch of a new Corona mobile app.

Darius Burrows, senior brand manager for Corona Extra, said: “The idea behind the new campaign was to recreate the strong connection between our brand and its consumers — when they open a bottle of Corona they leave everything else behind and start enjoying life in the place they want to be.”

Burrows added: “For Corona, a summer campaign is crucial to build on previous success and take advantage of the growing popularity of world beer.”

Consumers who recognised the 2011 poster campaign were 35% more likely to consider drinking Corona in the next month as a result, said Molson Coors.

According to Nielsen Scantrack, a 20% spike in sales volume in the past three years means world beer is now responsible for £1 in every £10 spent on the total beer category.

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