{"id":2340,"date":"2025-02-20T10:00:56","date_gmt":"2025-02-20T10:00:56","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=2340"},"modified":"2025-04-13T16:32:44","modified_gmt":"2025-04-13T16:32:44","slug":"corona-extra","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/corona-extra\/","title":{"rendered":"Corona Extra"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        Corona Extra                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-location.png\"-->\r\n<!--                                alt=\"case study banner\"-->\r\n<!--                                class='case-study-location-img'-->\r\n<!--                            \/>-->\r\n                            \r\n                            <style>\r\n                                .map-container {\r\n                                    position: relative;\r\n                                    width: 100%;\r\n                                    max-width: 160px;\r\n                                    height: auto;\r\n                                }\r\n                                .map-container img.map {\r\n                                    width: 100%;\r\n                                    height: auto;\r\n                                    display: block;\r\n                                }\r\n                                .map-container .marker {\r\n                                    position: absolute;\r\n                                    height: 30px;\r\n                                    transform: translate(-50%, -90%);\r\n                                }\r\n                                @media (max-width: 600px) {\r\n                                    .map-container .marker {\r\n                                        height: 20px;\r\n                                    }\r\n                                }\r\n                            <\/style>\r\n\r\n                            <div class=\"map-container\">\r\n                                <!-- Map Image -->\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/Map_White.png\" alt=\"Map\" class=\"map case-study-location-img\">\r\n\r\n                                <!-- Markers -->\r\n                                                                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/pin.png\"\r\n                                         alt=\"Pin\"\r\n                                         class=\"marker \"\r\n                                         style=\"left: 21.13%; top: 31.25%;\">\r\n                                                            <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/cramer-krasselt\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        Cramer-Krasselt                                        <span>Chicago, United States of America<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/activation-event-experiential-marketing-case-studies\"><button class=\"custom-button\">Activation \/ Event \/ Experiential Marketing<\/button><\/a><a href=\"\/work\/branding-case-studies\"><button class=\"custom-button\">Branding<\/button><\/a><a href=\"\/work\/content-case-studies\"><button class=\"custom-button\">Content<\/button><\/a><a href=\"\/work\/digital-marketing-case-studies\"><button class=\"custom-button\">Digital Marketing<\/button><\/a><a href=\"\/work\/pr-case-studies\"><button class=\"custom-button\">PR<\/button><\/a><a href=\"\/work\/social-media-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Social Media<\/button><\/a><button class=\"custom-button show-more\">&#8230;<\/button>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                                    <p className='casestudy-banner-pera'>\r\n                        <em><strong>Building a Lifestyle Brand and Unprecedented Sales<br><\/strong><\/em><br>Corona Extra and C-K worked together through three generations of brand fans while maintaining our core audience. Another source of pride: the Harvard Business Review has cited Corona Extra as an example of long-term positioning and branding excellence.<br>\u00a0<br>C-K took a rapidly declining brand in 1997 and made it the 4th largest in the country &#8211; and the #1 import (while significantly outspent).<br>\u00a0<br>And even though the beer category has declined in the past 5 years, Corona is the only major brand to grow +7% every year! Marketing and advertising played a big role in that.<\/p>\r\n                    \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<figure class=\"wp-block-image size-large is-style-size-full\"><img decoding=\"async\" width=\"1024\" height=\"481\" src=\"https:\/\/icomagencies.com\/wp-content\/uploads\/2025\/02\/Corona-Extra-1-1024x481.webp\" alt=\"extra\" class=\"wp-image-2508\" srcset=\"https:\/\/icomagencies.com\/wp-content\/uploads\/2025\/02\/Corona-Extra-1-1024x481.webp 1024w, https:\/\/icomagencies.com\/wp-content\/uploads\/2025\/02\/Corona-Extra-1-300x141.webp 300w, https:\/\/icomagencies.com\/wp-content\/uploads\/2025\/02\/Corona-Extra-1-768x361.webp 768w, https:\/\/icomagencies.com\/wp-content\/uploads\/2025\/02\/Corona-Extra-1.webp 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  \"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">How did we do it?<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\"><strong>1.<\/strong> Identify and develop a platform based upon a true human insight.<br><br><strong>2.<\/strong> Understand the relevance of that insight to each generation, and evolve the platform accordingly.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">If the same human insight works, you can bring it to life for new modern audiences \u2013 while maintaining relevance to the core user base. And that\u2019s what we did for Corona Extra.<br><br>That\u2019s how Corona became a purpose-driven, lifestyle brand.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  \"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Setting the Iconic Stage<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">The strategic platform behind the work: Corona is the Spirit of the Getaway. A vacation in a 12-ounce bottle. It all began with iconic moments of respite. And that meant the beach.<br>&nbsp;<br>The sun, the sand, the surf. Getting away from it all. That\u2019s what our target &#8211;&nbsp;equally male and female by the way &#8211;&nbsp;was seeking. To step outside of their everyday personas, their everyday lives. And Corona delivered it in spades.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">We created enduring relationships that resulted in explosive growth and award-winning work.<br>&nbsp;<br>We grew Corona from an anemic 8MM cases a year to over 100MM.<br>We roared our way to the #1 import, while being outspent 10:1 by our closest competitor.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  \"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">A New Definition of Beach<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">But as our next generation of drinkers came into the franchise, data revealed a new dynamic: the brand\u2019s beach imagery was so ingrained for this group (they\u2019d been seeing it for years) that they took our beach image LITERALLY.<br><br>They viewed Corona as the brand for warm weather, outside, beaches, vacations, pool parties. But not for everyday use.<br><br>Our research told us that \u201cSpirit of the Getaway\u201d was still very meaningful.<br>But where that getaway happens \u2013 that was ripe for expansion. If Corona is a vacation in a 12-ounce bottle, it really stands for a way to find your beach state of mind \u2013 no matter where you are, whom you\u2019re with, and what time of day or night it is.<br>Thus was born the \u201cFind Your Beach\u201d campaign. We refreshed and reasserted our position as the beer you chose when you wanted to step out of the rat race \u2013 before stepping back in.<br><br>And in doing so, your \u201cbeach\u201d can be anywhere you want it to be. We changed behavior and sales climbed even higher \u2013 while the category faltered. Because we stayed relevant to our core base while bringing in new users.<br><br>That was Corona&#8217;s purpose &#8211; to take you to your Beach State of Mind.<br><br>We tapped into pop culture with the Corona Hotline \u2013 manned by Tony Romo. The Hotline wove Corona into \u201cnon-Corona season\u201d NFL gamedays in a fan-interactive way. Huge levels of engagement \u2013 and consumption \u2013 have resulted!<br><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">We pushed the envelope. As a strategic partner, that\u2019s what we get paid to do. We successfully introduced the Corona Can (not only that, but we designed it as well) without eating the bottle business\u2019 lunch (can volume was 90% incremental, in case you\u2019re wondering).<br><br>We develop super-cool events to address local challenges, like the award-winning Luna Corona. These events didn\u2019t just associate with pop culture, they created it where we grew on-premise sales 5% in New York City (tough crowd, right?) by lining up a lime-shaped moon with a bottle of Corona on a Chelsea billboard. It won an Effie, a Lion, and a ton of statues, too. You\u2019ve got to take a look \u2013 it\u2019s probably the first time a bunch of creatives have worked with an MIT astrophysicist (well, at least that we know of). These events lived on and on in the form of shared social posts as well as global news coverage.<br>We also develop portfolio architecture.<br><br>We worked closely with brand management to develop a strategic portfolio architecture giving line extensions the necessary distinction they needed with the right linkage to the master brand.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  \"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Embracing Today\u2019s Getaways<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">We utilize a broad range of \u201ctradigital\u201d tactics to tell \u2013 and give greater meaning \u2013 to our Corona story. These include an innovative contextually-based YouTube video search platform, contentual outdoor placements, and a massively successful UGC social sharing program.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><strong>Results:&nbsp;<br><\/strong><br>Sales +7%<br><br>Only beer brand growing while the rest of the category declines<br><br>#1 Import<strong><br>&nbsp;<\/strong><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"> Results:<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Sales +7%<br><br>Only beer brand growing while the rest of the category declines<br><br>1 Import<br><br>To see some of the work, use these URLs:<br>&nbsp;<br><a href=\"https:\/\/vimeo.com\/334545489\/f83080aac7\">https:\/\/vimeo.com\/334545489\/f83080aac7<\/a><br>&nbsp;<a href=\"\nhttps:\/\/vimeo.com\/334545479\/76be0f37e8\"><br>https:\/\/vimeo.com\/334545479\/76be0f37e8<\/a><br><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"featured_media":2508,"template":"","agency_industry":[176,179,180,181,182,186,190,195],"agency_capability":[215,206,214,202,210,207],"class_list":["post-2340","casestudy","type-casestudy","status-publish","has-post-thumbnail","hentry","agency_industry-adult-beverages","agency_industry-automotive","agency_industry-banking-and-financial-services","agency_industry-business-professional-services","agency_industry-consumer-packaged-goods","agency_industry-food-beverage","agency_industry-media","agency_industry-retail","agency_capability-activation-event-experiential-marketing","agency_capability-branding","agency_capability-content","agency_capability-digital-marketing","agency_capability-pr","agency_capability-social-media"],"acf":{"agency":[766],"icom_collaboration":"","logo_display":"white"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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