Corona Beer Ups The Glamour Quotient With "Find Your Beach" Commercials
I don't drink beer, but I occasionally buy it for parties. And when I do, I usually buy Corona, because I like their ads. Corona has long used a images of a tranquil beach to create a distinct brand identity--one that effectively combines gentle humor with the glamour of escape. In the latest campaign, which debuted last fall, Corona ups the glamour quotient further, offering pure projection without even the gentlest silliness to undercut it.
The "Find Your Beach" ads visualize what Corona's ads have always implied (since most beer drinking doesn't take place at the beach): "that the beach is where you make it,” as Marshall Ross, the chief creative officer for Corona's ad agency, Cramer-Krasselt, put it. “We want to give literal, visual permission for people to take the Corona mindset with them. Even to the ski slopes or the big city.” The composition of the images remains similar. The Corona drinkers are shown only from the back or in profile, encouraging identification and projection, and they themselves are gazing at expansive vistas. Grace, mystery, and escape--all the elements of glamour are there.