Zulu Alpha Kilo just got some exciting news to toast. Modelo Molson Imports L.P. (MMI) has just appointed the Toronto agency the creative and strategy AOR for Corona Extra in Canada.
MMI, a joint venture between Mexican beer brewing company Grupo Modelo and Molson Canada, has also chosen Montreal-based Tank to work with Zulu on the brand in the Quebec market.
The Marketing Channel previously worked on the Corona Extra brand.
Zulu won the account after a formal agency review that included a shortlist of six agencies. The review process, from RFI through to the business being awarded, lasted about two months, said Zulu managing director Mike Sutton. Each agency was given a strategic assignment and also presented credentials, he said.
MMI president Drew Munro said in a release that Corona has grown to be the number one import beer since coming to Canada in 1986. “We were looking for a partner that could work with us to build an even stronger connection with our consumers,” he said. “We were impressed with the agency team’s track record of doing this for other brands and their unique approach to creative problem-solving.”
Some of Zulu’s other clients include Coca-Cola Canada, Bell Canada and Puma.
Commenting on the win, Zulu president and creative director Zak Mroueh said, “Corona is such an iconic brand… It’s going to be a great strategic and creative opportunity.”
How has Corona’s marketing in Canada fared against the Canadian-born brands? How should this brand evolve? Post your thoughts in our comment section.
