Corona Extra 🍻️
A spec strategy case project I designed about the iconic beer brand. Corona is comfortable in their own sandbox…now it’s time to break out of that box.
To keep things brief...
The Ask:
- Change the existing perception consumers have towards Corona beer and keep its products top of mind year-round to drive sales and brand positioning.
The Challenge:
- People determine what alcoholic beverage they drink based on seasonal trends and social constructs.
The Solution:
- Encourage consumers to challenge the status-quo by offering them a beverage that, like them, also fights familiarity.
Get people who consider themselves independent thinkers to prove their individuality by offering them the chance to challenge the status-quo.
The Context
Nearly a century since its inception to the Beer Industry in 1925, Corona Extra has consistently represented a particular identity: An authentic beverage for authentic people. Moreover, Corona is not just a beer, it is an attitude and state-of-mind for its drinkers. However, these key aspects of the Corona brand have become secondary characteristics as its Summer-time and beach-life positioning has become the main points of reference of the brand for consumers.
The Problem
Although Corona has long-secured a section of the market as the beach-beer, people think Corona is a beer that can only be enjoyed during the summer.
Meanwhile, people tend to consider themselves as authentic individuals that think independently. However, when it comes to alcoholic beverages, they decide their drink of choice based on seasonality and comfort.
Regardless of how unique a person sees themselves, they are less willing to do something if it means running the possible risk of making the wrong decision. Likewise, people are less willing to try something new or think outside-the-box if they suspect people are paying attention to it.
The Opportunity
Corona can be a beer that celebrates people’s individuality and thinking differently. Corona can be leveraged as the beer with no boundaries.
Like its target, Corona wants to break free from social confinements and expectations. By communicating that Corona is fighting the same fight as consumers, the brand will be top of mine for consumers when making a beer-related purchase decisions year round.
The Key Insight
People tend to think of themselves as independent thinkers, yet find comfort in seasonal trends.
The Concept
Create a campaign that speaks to the brand’s ability to draw outside the lines, demonstrating individuality is defined by breaking constructs we create in our mind.