Find Your Beach
Zulu Alpha Kilo Labatt Breweries / Anheuser-Busch InBev
Beverages - Alcoholic
Corona’s brand share in Canada had been in decline and the brand had been forgotten. So Corona needed to make the brand meaningful to Canadians and change consumer’s perceptions that the brand was more than just a tropical beer.
Adult 25+ Beer Drinkers
Strategy and Media Used:
Corona targeted consumers using contextual messages on various OOH formats; static and digital including posters, superboards, permanents, transit, buses and street level. The creative executions were very simple and conveyed appropriate messages as consumers dealt with their commute, work and technology. OOH was the primary medium, TV and online were also used.
From the launch of the campaign in 2013 to 2015, Corona experienced significant increases in brand share and market penetration. Looking at the graphs below we can see that share went from 10% in 2013 to 16% in 2015 while market penetration increased from 15% in 2013 to 18% in 2015. The success of the campaign demonstrated how OOH can be used to change brand perceptions and drive sales.