On the Road: Corona Extra's 'Best of Mexico'
Corona Extra, the leading imported beer in the U.S., traditionally has been marketed to Mexicans in the U.S. with a nostalgic focus on their homeland. A Spanish-language TV, radio and outdoor campaign breaking around Cinco de Mayo by Hispanic agency Casanova Pendrill, Costa Mesa, Calif., juxtaposes Mexican traditions with the way they have been integrated into American life. The campaign suggests Mexican immigrants have found success in the U.S., just as Corona beer has.
Vignettes show how "The Best of Mexico" -- the campaign's theme -- exists side by side with the best of the U.S. Tamales share the Thanksgiving table with turkey and cranberry sauce, and doughnuts and bagels are next to conchas (shells; the name is derived from the Mexican custom of naming pastries after their shape). A car has a U.S. vanity license plate that reads "Viva Mex." The campaign is still pretty traditional -- one of the three spots features the inescapable mariachi band, but it is juxtaposed with the famous Hollywood sign. A popular song called "Mexico en la Piel" ("Mexico Under the Skin") serves as the spot's soundtrack.
"We identified an opportunity for Corona to broaden its appeal to Mexican consumers in the U.S. by giving it a more contemporary look and feel while maintaining its Mexican pride, heritage and tradition," said Guillermo Gutierrez, director-Hispanic marketing at Crown Imports, a joint-venture with Mexico's Grupo Modelo to import and market Modelo's brands in the U.S.
The spot is the first work by Casanova Pendrill, part of Interpublic Group of Cos., after winning the business, which previously was split between Espa?ol Marketing Services and GlobalHue. Spending is estimated between
$15 million and $20 million and also includes the Corona Light and Modelo Especial brands.