First major push for Corona in UK

25 July, 2008

Corona Extra is being backed by a 1 million national advertising campaign launching this month.

UK importer Wells & Young's has stepped up a gear in its quest to push the lager further up the sales league table.

It is the first major campaign for the Mexican beer in the UK market, where the strategy has always been to back the brand with below-the-line support and sponsorship initiatives.

The campaign takes in a "large-scale presence" at London Underground stations as well as mainline stations in Glasgow and Edinburgh. There will also be bus advertising in the capital, Manchester, Newcastle and Birmingham.

The print media campaign will cover High Life, ID, GQ, Arena, Elle, Grazia, Uncut and In Style. The online element will cover sites such as Yahoo! and guardian.co.uk

A four-week radio campaign will also see Corona Extra commercials on targeted music stations across the UK.

Angel Garcia Gomez, head of Corona Extra in the UK, said the advertising "captures Corona Extra's sense of style, adventure and breaking out from the norm perfectly, and is backed up by some innovative and eye-catching artwork".




Bookmark this


Site Search

COMMENT

Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter