Corona extra corona beer logo12/2/2023 That helped us lean toward a design solution that gave Corona Light a little more breathing room, while still having all the ‘iconic-ness’ of Corona.” Says Matthew Youngblood, Principal and founding partner of Trinity, “The question was whether we could just clean up Corona Light and make it work a little stronger with Extra, or should we push it away? Corona was already pushing it away with their advertising. The sub-brand strategy was essentially what Constellation was using at that point. The other end of the spectrum was the brother/sister strategy, with one example being Michelob and Michelob Light, where Michelob Light is very similar to Michelob. “Almost like Coke and Diet Coke, where there is a similarity of the architecture, but Diet Coke really stands out on its own as a sub-brand,” explains Paul. The first was where Light would be like a “little sister,” or a sub-brand, of Extra. They found two approaches at different ends of the spectrum. “The way consumers thought of it, it was representative of the sun, rather than being this aspirational or unattainable premium related to gold.”Īdding to Constellation’s research, Trinity looked across the beer category as well as outside of the category at brand families and different brand architecture strategies to see which would be a good fit for Corona. “The color was definitely a yellow, not a gold,” says Escalante. One thing they learned in the visual equity study was the difference between Corona Yellow and Corona Gold. While not specifically related to Corona Light, this feedback laid the foundation for the new design. “Even though they had the same visual brand equities, they were treated slightly differently,” Paul says.Ībout a year prior to the Corona Light project, Constellation redesigned the graphics for the Corona Extra can, gathering consumer insights in the process. The crown icon was also larger on the Light packaging and placed above the Corona logo, while the crown, with a medallion, was placed below the logo on the Extra packaging. The distinctive crown logo from which Corona takes its name is based on the crown that adorns the Cathedral of Our Lady of Guadalupe in the town of Puerto Vallarta.There were some variances in the designs however: Corona Extra uses blue as the dominant color, with white on the top of the horizon line and blue below, while Light used yellow on the top and white below. Corona is sold in more than 150 countries. Unperturbed by the notion that beers sold in clear glass can become light struck because sunlight reacts with the hops, the brewer says the beer has always been marketed in a see-through bottle “because when you use only the finest ingredients, you’ve got nothing to hide.” Corona’s sales have benefitted from a remarkably effective advertising campaign that focuses on relaxation under palm trees on the white sands of Mexico’s beaches. Although Corona leads the market in its home country, it is not considered the best of Grupo Modelo’s range of beers others are more expensive in the Mexican market, and Corona was once considered a cheap beer in the United States. ![]() Although the lime slice has become synonymous with Corona and now makes up part of the brand’s image, very few Mexicans drink the beer this way, preferring to leave the lime to tourists and foreigners.įirst brewed in 1925 by Grupo Modelo to celebrate the company’s 10th anniversary, the beer is light straw in color, light in taste, and has little hop bitterness. Sold in a distinctive clear glass bottle with a printed-on label, the light “tropical pilsner” style beer, at 4.6% alcohol by volume, is often served in bars in export markets with a slice of lime pushed into the bottle’s neck. Corona Extra is the best-selling Mexican beer in the world and the number one imported beer in the United States and Canada.
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