Find Your Beach

In a world where craft beer is becoming more and more popular, how is a generic foreign beer such as Corona staying relevant?  The answer is simple; their marketing strategies.  Studies have shown that Corona is still a very popular beer, making it the 5th best selling beer in America, which more than doubles the sales of Heineken.  Another thing to take into consideration is that by most critical accounts, Corona isn’t even considered a good beer.  After over three thousand interviews on ratebeer.com, Corona earned a grade of 1.69 out of 10… not very impressive by any means, yet Corona remains the #1 imported beer in the United States.  Corona uses a number of strategies to make their beer one of the most popular in the United States, but no other strategy is more effective than their commercials.  The “Find Your Beach” campaign that Corona invented a few years ago has been their most effective marketing strategy, but why?  The commercials feature couples or groups of people enjoying Corona in different spots, The snowy mountains, a grassy field, a classy apartment overlooking the city, and even some beautiful cliffs looking out over the ocean.  But what remains the same is that each commercial ends featuring a beach with pristine water and soft white sand.  The commercial described here can be found below. 

This commercial is effective in marketing Corona for a few reasons.  The first is that it captures the attention of a certain audience; young adults.  In all of the commercials, the videos feature young, attractive people enjoying a Corona in a fun party spot.  This angle tries to make this audience think “hm, I want to be a young attractive party-goer, I think I’ll have a Corona so I can be like these people” – or at least something along those lines.  The second strategy employed in these commercials is the beach aspect.  In Corona’s earlier commercials, around 2010, the videos featured only beaches and young couples relaxing in front of the water.

But with Corona’s advertising overhaul in 2010, they figured out that these commercials didn’t appeal to as many people as they would like them to.  With the Slogan “Find Your Beach” Corona is able to keep the beach aspect in their commercials while also creating a metaphor that allows customers to imagine their beach being anywhere.  By suggesting that customers find their own beach, Corona is able to confide in the consumer’s imagination that Corona is the perfect beer for any situation and location, not just the literal beach.  However, by keeping the “beach” aspect in each commercial, Corona is able to convey a theme of relaxation and a care-free mind set, which is particularly popular to the type of audience that Corona is attempting to attract with their commercials.

One thing is certain for this beer; it is here for the long run.  With Corona’s continued success with their commercials and its rising popularity and sales, there’s no telling what Corona’s future may hold in terms of sales.  Even today, Corona is finding ways to reach an even broader audience by having NFL commentator and coach Jon Gruden featured in a series of commercials.  Traditionally, Corona was seen as a seasonal beer that most people only drank during the summer or warmer times of the year, but by showing Corona with Gruden during football season, Corona is able to market their product to a completely different audience; the football fans.  Time and time again Corona’s marketing professionals have shown their ability to change their strategies to match a changing market, which is why Corona is able to stay so relevant despite not being that great of a beer.

Most Recently, Corona has started a campaign on twitter called “#soundofthebeach” which gives anyone the chance to win up to $40,000 by mixing, remixing, and producing the perfect soundtrack that defines “your beach.”  Any twitter user can upload their soundtrack by simply posting it on twitter and attaching the hash-tag #soundofthebeach.  This is not only a fun way to potentially win a prize, but another marketing strategy that helps give publicity to Corona, showing that it is still a relevant beer that many people drink.

This tweet is a link to the #soundofthebeach playlists that competitors have made.

PSA podcast:

https://soundcloud.com/jwadsworth-1/corona-psa

Sources:

  1. Lewis Lazare. n.p.“Corona’s beer shift in ad strategy leads to football towns.”  bizjournals.com.  Chicago Business Journal.  5 Oct. 2012. Web.  29, Nov. 2014.
  2. Kyle Stock.  n.p.  “The Corona Coup: How Constellation Sells So Much Bad Beer.”  Businessweek.com  14, April 2014. Web.  29, Nov. 2014.
  3. Kyle Stock.  n.p. “For Constellation, Cerveza Makes Money the Way Beer Never Could.”  Businessweek.com  3, Oct. 2013. Web.  29, Nov. 2014.
  4. DuckofD00M. “Corona Extra Moments (find your beach.”  Online video clip. Youtube. Youtube.com. 9, Sept. 2010. Web. 29, Nov. 2014
  5. Sterrett, David. “Corona Shakes Off the Sand.” Crain’s Chicago Business. 2010. Vol. 33, Issue 6. p3-12, 2p. Web. 29 Nov. 2014.
  6. ddiego06. “Corona Commercial – 2010 HD” Online Video clip. Youtube. Youtube.com. 30 April 2010. Web. 29 Nov. 2014.
  7. WPAgency. “Rob Pearson: Corona “Plans” feat. Jon Gruden.” Online video clip. Youtube. youtube.com. 29 Aug. 2012. Web. 29 Nov. 2014.
  8. Corona. (@Corona). “Hear all of our #soundofthebeach Dj’s final tracks, crafted in #Ibiza.” 26 Nov 2014, 3:31 p.m. Tweet.
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