Is it juice? Is it pop? It’s Corona Extra! The beer brand is getting into the spirit of the season by releasing a series of brightly coloured limited-edition bottles created by Toronto-based design agency Shikatani Lacroix. Decked out in nine different plastic wraps depicting summer and beach scenes, they’re only available in Canada.
Corona Extra marketing manager Daryl Ralph says the summer packaging, which started out in select locations before full distribution, generated buzz early on: “Consumers don’t expect to see a Corona bottle like this because it’s always been in that clear, glass bottle. Corona has never done this before – I think it’s a first in the beer category in general.”
Ralph says the collector’s items will be in stores for six to eight weeks, but he wouldn’t be surprised if they sell out before that.
A promotional campaign created by Markham, ON.-based agency The Marketing Channel includes print ads in publications such as Cottage Life and the Globe and Mail, online banner ads, Facebook promotion, radio sponsorship tags and OOH in select urban markets, orchestrated by Toronto-based Mediaedge.