TAXI DELIVERS KNOCKOUT PUNCH - Strategy

Corona
Corona wanted to broaden its association beyond memories of Mexico.
Tapping into the busy 24-to-39 demo’s desire to make the most of its
downtime, Corona sought to expand its niche to become the beer of
vacations, general relaxation and escapism.
To do that, Mediaedge:cia had to mastermind Corona presence
wherever the consumer was either taking a break or thinking of one,
increasing its association with entertaining at home, relaxing at the
cottage or hitting up a patio on a nice summer day.
MEC formed a partnership with Alliance specialty channels to create
special Corona-branded vignettes featuring Trish Magwood, the host of
Party Dish. These vignettes ran throughout programming that fi t with the
core demographic, with an emphasis on home entertaining programs. A
microsite on foodtv.ca featured backyard entertaining tips and recipes.
Working with Molson sales, Mediaedge:cia developed a full patio
domination program, placing Corona-branded Muskoka chairs, tables, tiki
bars, thatch umbrellas and misting palm trees to transform licensed patios
into mini-oases. To increase impact, branded weather-triggered “ideal patio
weather” alerts ran on radio and online via the Weather Network.
Mediaedge:cia also formed a partnership with Cottage Life magazine, with
Corona presence and contests at the Spring Cottage Life Show and full-page
ads and recipe pages in the magazine and on cottagelife.ca. A removable
sticker insert to mark key holidays in the Cottage Life calendar with a tiny
Corona label created a direct link with consumers’ downtime moments.
Finally, Mediaedge:cia added an extensive OOH buy skewed to licensed
patios, beaches, cottage country escape routes and key points of retail.
Corona’s share continues to grow, as does its brand/ad recall and
association with relaxation.
listen
How do you speak to a
land with two official
languages, hundreds of
dialects and a citizenry pulled
from all corners of the globe?
It’s not easy; Canada’s palette of voices is as varied as
her people. We are loud and passionate, pensive and
reflective, downtown and small-town, multilingual and
universal. Often all at once.
Over the years, OMD has helped us at hmv deliver our
message via exceptional account management, innovative
ideas tailored to our market, and supplied us with the tools
we need to communicate our brand to Canadians. OMD
understands us. They speak our language. And through
them, we speak to Canadians, one and all.
Congratulations, OMD, on your nomination for
Media Agency of the Year from Strategy Magazine…
Wishing you continued success,
your friends at