Modelo Brands Counts on Cinco De Mayo 'First Fiesta'

Published in CSP Daily News

Corona Extra, Corona Light, Modelo Especial promos help consumers get summer started

CHICAGO -- Cinco de Mayo is just around the corner and the Modelo brands Corona Extra, Corona Light and Modelo Especial will each have retail promotions that encourage consumers to celebrate authentically and deliver more dollars to retailers.

For Corona, the "Corona de Mayo" promotion, which runs through May 5, features new point-of-sale (POS) materials designed to remind consumers that Cinco de Mayo is the first fiesta of the year and the official start of summer.

For off-premise, POS items feature fiesta-themed displays showcasing the Corona de Mayo "Summer's First Fiesta" message designed specifically for each channel to trigger purchase across the shopping journey. POS includes a mass display, Cinco bottle standup, pennant strings, base wrap, pinatas, floor decals and more to make sure that Corona dominates at the point of purchase.

Corona and Corona Light will also partner in the off-premise with Sauza Tequila, Wholly Guacamole, Herdez, Frank's Red Hot, Snyder's, La Costena and Mahatma to help deliver higher register rings and higher margins for retailers. Modelo will offer instant redeemable coupons (IRC) and mail-in rebate (MIR) offers where legal, with the combined purchase of partner products and Corona/Corona Light 12-pack or larger.

Modelo Especial is getting in on the Cinco action as well with the "Celebremos Cinco de Mayo" retail promotion.

Premium, bilingual POS items blend a fresh modern look with traditional Mexican themes that showcase Modelo's high-end, imported status. For the off-premise, multiple flexible display options help get Modelo on the floor no matter the type or size of the account. All-new mass displays, as well as pole toppers, pennants, base wrap, danglers, cooler door kits and display cards are available to keep Modelo Especial top-of-mind for consumers.

"Cinco de Mayo is the second largest selling period for Corona, and it presents an excellent opportunity for the Modelo brands to help retailers increase sales and profits and gain momentum moving into the summer selling season," said Kevin Kramnic, vice president of promotional marketing for Crown Imports. "Our proven sales record and unique point-of-sale materials demonstrate to the retailer why they should select Corona Extra, Corona Light and Modelo Especial for the number one display locations, additional shelf space, features and ads, to fully leverage the strength of our portfolio during Cinco."

Additional Cinco-themed content and a countdown to Cinco will also be available on the Corona Facebook page and via Corona's Twitter feed.

Corona will also be supported by Cinco-themed national TV media and online branded content. The 30-second national TV spot, "Cinco," also returns to the Corona beach the week of April 29.

Chicago-based Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the United States. The Modelo portfolio includes Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria (select markets) beer brands. Crown also imports the Tsingtao beer brand in the United States.