Corona gets record $25 mil support

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Importers of Corona Extra are dumping the "Change your lattitude" tagline that helped the country's No. 1 imported beer see annual double-digit sales growth since 1995. While Barton Beers and Gambrinus Co. will run some new spots this year, they likely will run older ads that carry the new tag. The importers will spend a record $25 million on a national marketing program, up from about $19 million last year and $12 million in 1998, according to a Barton spokesman. The new Corona tag likely will be unveiled in the spring. Corona's agencies are Richards Group, Dallas, and Cramer-Krasselt, Chicago. The spots airing this year were produced by Richards and Lois/USA's Fogarty Klein 312, Barton's agency until Lois went bankrupt in the fall.

Copyright February 2000, Crain Communications Inc.

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