Project Overview
This project demonstrates the ability to analyze markets and current brand associations in order to extend and build upon an already successful brand. This project is a combination of intricate consumer research and insight development by analyzing behavioral and psychographic information to create a highly targeted campaign focused on priming factors, association developments, and decision making processes.
Background
AB InBev and Grupo Modelo are brand and manufacturers of Mexican style beers, and Corona is one of their best sellers in the US. The Corona brand has been positioned as the brand for relaxation, bringing to mind a sunset on a beach, however, Corona is losing the race in the party market, failing to capitalize on a whole generation and classification of alcohol consumers.
The Challenge
How do we build on the brand associations and marketing strategy that has successfully served millions of Americans with Corona beers to increase market share and compete with growing domestic competition? In order to gain traction in younger demographics and build relevance to a larger market space without eroding the core value benefits of the brands image, something needed to be implemented to transition our associations.
The Answer
In a pre-seltzer dominated industry we had to come up with something that was attention grabbing, fell nicely into the Corona Brand, and would be accepted into the party market. We proposed the launch of Corona Fiesta! A tequila beer that brought the party to you! A higher alcohol content, a unique taste, and even better: no competition. With the slogan, “When Beer’s Not Enough But Tequila’s Too Much”, we created a sweet spot of fun and excitement with our core campaigns focusing on selectivity and passion. This campaign focused on delving deep into the target markets deep desires for exclusivity, excitement and experiences.
The Results
Corona – This new product line is a pivot into a blue ocean in the US market space, creates new and exciting brand associations in a younger more loyal consumer base, and is sure to increase profits. Estimated ROI on video ad campaign was estimated at 1.52 with expectations for millions of social impressions.
Project Grade: Received an A for the project and high praise from instructor.
Other Case Studies and Projects
To see more of the work I have accomplished over the last 4 years, please feel free to take a look at these other case studies and projects.
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