This story appears in the April/May 2016 issue of strategy.

Silver: Changing Behaviour

Summer is the busiest period for beer brands in Canada, when consumers can finally sit on a patio with a cold one. The challenge for Corona was getting bars and restaurants to start summer as early as possible.

Rather than wait for Victoria Day weekend, Corona decided to start the season early by adopting a new unofficial first day of summer – Cinco De Mayo on May 5. Corona promoted Cinco De Mayo weeks before, marketing the event with a campaign that stated, “Summer starts with Cinco De Mayo.”

The brand created a summer-related campaign two months earlier than the previous year. It used billboards and TTC bus advertising, and also placed displays in retailers where it gave away more than 350,000 12-bottle cooler bags. More than 100 bars opened their patios early as a result of the brand’s experiential campaign.

Consumers were invited to order a bucket of Corona at the bars during the month of April and to celebrate Cinco at an exclusive Corona party with heated and decorated patios, DJs, promotions and giveaways. In the end, summer beer sales not only came months earlier, they exceeded expectations.

Credits
Advertiser | Labatt Breweries of Canada – Corona Extra
Senior national brand activation manager | Kirsten Beattie
National trade marketing manager | Mike D’Agostini
Agency | Hunter Straker
XM | Mosaic
Advertising channels | Zulu Alpha Kilo
PR | Veritas
Media | Universal Media
Senior CD | Milan Sukanda
AD | Sheldon Power
Senior account director | Ann Laudenbach
Account supervisor | Robyn George