1. Here’s how we helped Corona Light break through the clutter
and establish itself as a uniquely refreshing, rut-breaker beer.
IT WAS TIME TO CHANGE THE CONVERSATION:
Corona Light was traditionally marketed as simply the lighter
version of Corona Extra; it evoked the same beach scenery but no
distinct positioning of its own. Consumers weren’t sure what it
stood for or why they should drink it. And with a 1.1% market
share, we weren’t tapping into the biggest light beer audience.
Not surprising perhaps, since Corona Light is heavily outspent by
the competition. After a few years of lukewarm growth, it was
time for Corona Light to break out of its rut.
OUR CHALLENGE WAS TO REIGNITE GROWTH AND STEAL SHARE
FROM DOMESTIC LIGHT BEERS.
To break through the clutter of high-spending competitors we
had to carve out a unique brand personality for Corona Light.
GIVE THEM SOMETHING NEW
Our target consumers are “Social Seekers”: young 20-something
guys with one foot in the frat house and one foot in the
workspace. They’re just beginning to move up, achieve success in
life, and ready to trade up to better things.
These guys want to live the most epic life possible, but too often
they find themselves slipping into “repeat” mode - day after day
of eat, gym, work, sleep. Similarly, all too often their beer of
choice ends up being the same old “premium domestic” like Bud
Light. We needed to reach Social Seekers in their routine
environments and position Corona Light as something new and
refreshing.
MEET STAN AND MARK…
The core of the campaign was two game-changing videos, “Stan”
and “Mark”, which dramatized the Social Seeker breaking out of
his rut with the help of Corona Light, launching his night into a
new, epic trajectory. Our mission was to spread the word by
connecting with Social Seekers in environments where a
refreshing change would be welcomed.
“
”
TIMETODOAWAYWITH
THESAMEOLD,SAMEOLD
…includingthoseBrown-bottledomesticlights
SENDTHENIGHT
And BETTER trajectory
BREAKOUT
MUNDANEOFTHE
A REFRESHING CHANGE OF BEER
MEDIAPLANOFTHEYEAR
CROWN IMPORTS - CORONA LIGHT: INTEGRATED CAMPAIGNS SPENDING $1 MILLION - $10 MILLION
BREAKING THROUGH IN A CATEGORY THAT OUTSPENDS
CORONA LIGHT 35-to-1
Social Seeker-targeted TV helped drive awareness. But with a
very limited budget, we relied heavily digital to earn our
impressions. Our strategy: optimize the videos for organic find-
ability and foster engagement by encouraging memes and spoofs
on the original creative.
INTOanentirelyNEW

2. SOCIAL VIDEO EXECUTIONS DROVE SUCCESS
By posting on YouTube weeks prior to campaign launch, we were
able to leverage YouTube insights to understand which creative
spots resonated best and what environments were most
compelling. That helped determine our media strategy.
We used social video syndication partners such as Unruly and
Yellow Thunder Media to tap into the YouTube algorithm and
increase the videos’ virality and generate earned impressions.
In one short week, we climbed to #1 in Comedy, #1 for Adults 25-
35 and #4 across all video categories!
GAME OUT OF THE MUNDANE:
In a category-first XBOX Custom Multi-Page Branded Destination
Experience, we featured a “Break out of the Mundane”
sweepstakes for a rut-breaking trip to Vegas.
FACEBOOK:
Facebook ads worked to drive video engagement and increase
brand community. Corona Light’s fan base grew by 35%!
BORED AT WORK
We tapped into the “bored at work” network of guys who visit
BuzzFeed, TheOnion, Crackle, theChive, and FunnyOrDie for their
daily entertainment fix.
We learned that consumers were generating original video
responses and sharing them on YouTube. Be our guests! We
encouraged these viral remixes by partnering with The Onion and
FunnyOrDie to create professional-grade spoofs.
THE PAYOFF:
In just four short months, we made an impact across all of our
key objectives. (see chart below)
- “Mark” and “Stan” proved to be highly engaging, garnering
1.44+ MM views on YouTube and over 19MM completed views
across in all – that’s over 14 times the views of our previous ads!
- CTR performance largely surpassed our goals-at 2.16%
- Video CTR performed 440% higher than the industry benchmark
for pre-roll video.
-Most importantly, the campaign boosted trial among domestic
light beer drinkers by 6 points, with a corresponding 2.4% lift in
YOY sales.
A REFRESHING CHANGE OF BEER
MEDIAPLANOFTHEYEAR
CROWN IMPORTS - CORONA LIGHT: INTEGRATED CAMPAIGNS SPENDING $1 MILLION - $10 MILLION