Corona Consolidates Hispanic Account at Casanova Pendrill

Creative Was Split Between Espanol Marketing Services and GlobalHue

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CHICAGO (AdAge.com) -- Crown Imports, marketer of No. 1 import beer Corona Extra, has consolidated its Hispanic creative advertising accounts with Casanova Pendrill.
Casanova CEO Dan Nance said he expected Corona's multicultural efforts to involve more multimedia than in the past.
Casanova CEO Dan Nance said he expected Corona's multicultural efforts to involve more multimedia than in the past.

The assignment, which involves work on Corona Extra, Corona Light and Modelo Especial, was previously split between Espanol Marketing Services and GlobalHue. Spending is estimated between $15 million and $20 million.

Previous work with brewers
Costa Mesa, Calif.-based Casanova brings a wealth of beer experience to the assignment, having worked with either Miller Brewing Co. or Coors Brewing Co. for most of its 22-year history. Its top task will be to help Corona maintain its robust growth. Corona Extra has grown into the largest and fastest-growing major import brand at a time when import sales growth is significantly outpacing domestic sales growth.

Corona's success has also sent other major brewers scurrying to find a Latin-tinged "Corona killers" of their own.

SAB Miller, for instance, recently announced plans to import several major South American brands into the U.S., and Heineken USA is increasing investment in its Tecate brand and is also introducing Tecate Light.

"We're looking forward to the competition," said Casanova CEO Dan Nance.

More multimedia
Mr. Nance said he expected Corona's multicultural efforts to involve more multimedia than in the past. And he noted that despite the prolific growth the brands have already enjoyed, he believes they still had "tremendous upside."

"We were looking for an agency partner that not only has successfully managed beer brands, but also understands how to leverage consumer insight into integrated communications platforms," Tom McNichols, exec VP of Crown Imports, said in a statement. "Casanova Pendrill's creative culture is very well suited for our needs."

Corona also recently consolidated its $42 million general-market advertising account with Cramer-Krasselt, Chicago.
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