Corona Canada has launched a series of on-premise and social media promotions in an effort to expand the year-round market for Corona Extra beer.
Corona’s “Apres Anything” campaign began earlier this month when Modelo Molson Imports (the brand’s Canadian importer and distributor) began sending brand representatives to bars in Vancouver, Montreal, Calgary and Toronto.
In each market, the brand reps asked patrons to explain their favourite “après” time to drink a Corona Extra–for example, “après work.” Each bar event also included a custom snowboard giveaway.
Corona Canada also launched a national, Facebook-based contest earlier this month. Consumers are invited to go to the Corona Canada Facebook page, enter basic personal details and share their favourite “après” moment. Entrants have the chance to win a trip to Whistler, B.C.
According to Lindsay Wilson, marketing manager for Corona Extra, the promotions are an extension of an ongoing mass media campaign designed to increase product consideration outside of the summer season.
“We’re activating in kind of a shoulder season for the brand and [the promotions] are bringing up the point that you can drink Corona outside of the summer months.”
The mass campaign includes the tagline, “Find your beach,” and draws a parallel between a ski hill and a sandy beach.
“[The promotions] build off that commercial,” said Wilson. “We have long winters here, and we embrace the winter. We still love the summer and the patios, but we’re saying it’s okay if you’re on a ski hill. You can still have a Corona.”
The promotions are supported by market-specific radio promotions.
The Hive spearheaded the promotional effort, with Zulu Alpha Kilo managing the digital duties and the Facebook contest.
MEC Global handled the media buy.
