AB Inbev has revealed its first pan-European promotional campaign for Corona, which offers consumers the chance to win from a raft of prizes.
The Passport to Paradise activity builds on the success of Corona’s This is Living campaign, which it launched in 2016 to encourage people to go outside and ‘live more moments that matter’.
The latest campaign sees the launch of a Corona microsite – www.coronaextra.co.uk – which plays host to a consumer competition. By uploading images to the site Corona fans can enter prize draws to win a holiday for them and a friend to exotic destinations, including South Africa, Dubai, Columbia and Italy. The brand has partnered with Lonely Planet to host and share links to destination guides on each location.
The campaign will be supported by a significant marketing investment over the summer including social media, out-of-home and cinema advertising, all utilizing the hashtag #thisisliving.
Within retail it will be supported by a wide range of POS material, such as branded gondola ends, shelf visibility materials and in-line plinths.
It also includes the return of the Corona Cubo, or sharing bucket, which are offered free to consumers when purchasing Corona multipacks in stores. Each Cubo comes with a ‘luggage tag’, sending consumers to the campaign microsite.
Aina Fuller, marketing manager Corona UK, said: “Corona has become synonymous with summer. Not only is it the UK’s number one selling sunshine brand but from a retailer perspective it is seen by consumers as a premium beer worth paying that little bit more for as the perfect accompaniment to social gatherins. We are really excited to bring back the Corona Cubos this summer, which have been shown to drive a sales uplift of 14%. Corona is a must stock for retailers, so we hope this promotion will drum up even more excitement in the brand and further increase rate of sales throughout the country this summer.”