Corona Extra had owned “the beach” for years, and used that identity to grow to the nation's number one import. But when it became synonymous with it, the brand’s biggest asset became its biggest liability—boxing in the brand as just for sun and sand occasions. As longtime stewards of the brand, C-K helped client Crown Imports further evolve the brand’s iconic campaign to transform the Corona Beach from a physical place to a state of mind.
The “Find Your Beach” campaign reminds drinkers they can find their beach wherever they find themselves: a scenic mountainside, a golf course, an urban rooftop bar or even at 30,000 feet. The most recent spot, called “Snow Sand,” features a snowboarder descending a sand dune, stopping to relax at a pair of beach chairs where her male companion awaits. The two sit mountain-side, soaking in the scenery and enjoying a Corona after a long day of snowboarding.

With a mix of TV, print, out-of-home and digital messaging, Corona is appearing in places people already relax and, more importantly, in places where they need to. As a result, fans and newcomers alike have found new occasions to enjoy their Corona getaway, driving a jump in sales amid a tough market for imports, and helping place Crown Imports among Ad Age’s recent list of 2011 A-List Marketers. For more information about the campaign, visit www.c-k.com.