'Extra Special'

New ad campaigns for Modelo, Corona Extra target U.S. Hispanics

Published in CSP Daily News

CHICAGO -- Modelo Especial has announced new creative launching as part of the brand's national multimedia advertising campaign "Descubre lo Especial" ("Discover What's Especial"), created for Hispanics in the United States. The integrated and multi-platform campaign launched on March 26.

The new campaign consists of two 30-second TV ads, various radio spots and out-of-home executions that will be featured across major networks and markets.

All executions of the campaign play on the insight that the quality of Modelo Especial is something shared by those who drink it. The first TV spot in the campaign to launch, "Generoso" ("Generous"), introduces the protagonist, "Pepe," and his friends who describe what a generous guy he is--whether he's playing soccer, offering up his home or interacting with strangers.

The first TV spot will air nationally beginning the week of March 26 on Telemundo, Univision, Telefutura, Azteca, ESPN Deportes, Estrella, Fox Deportes, Galavision and Gol TV. The TV ads will be supported by radio spots and an out-of-home campaign.

And Corona Extra has launched a new national multimedia advertising campaign entitled "Los Latinos Tenemos Algo Extra" ("We Latinos Have Something Extra") that invites Hispanics to celebrate the great things about being Latino. Created by Corona's Hispanic agency of record La Comunidad, the integrated and multi-platform campaign debuted on March 26.

The campaign opens with the 60-second anthemic spot "Life," which is the first one-minute ad launched by Corona Extra to connect with Latino consumers in the United States.

The new advertising campaign, aimed at Hispanics ages 21-34, is an evolution of the brand's "Refresca Como Somos" ("Refreshes How We Are") campaign that launched in April 2011. All spots in the campaign feature original music created by Grammy Award-winning artist Jorge Villamizar.

The integrated campaign also consists of two additional 30-second TV ads, as well as radio spots, out-of-home executions and digital efforts that will be featured across major networks and markets.

All three TV spots in the campaign were shot in one continuous take. "Life," the sixty-second flagship spot, features seven heroes who represent the Corona Extra consumer walking through the street singing and playing the guitar.

The TV spots will air nationally beginning the week of March 26 on Univision, Telefutura, Telemundo, Azteca, ESPN Deportes, ESPN2, Discovery en Espanol and Estrella.

And Corona Extra is building on its successful "Find Your Beach" campaign this spring with new television and out-of-home advertising to strengthen the connection between the physical beach and the beach "state of mind."

Corona Extra's 2012 out-of-home advertising depicts beaches in unexpected places--in a city bar, on an urban rooftop or on a snowy mountaintop. Four separate executions designed to broaden brand perceptions and expand drinking occasions will begin appearing in May on taxi toppers, bus shelters and other outdoor displays in ten key U.S. markets including New York City, Chicago, Los Angeles, San Francisco and Washington, D.C.

Chicago-based Crown Imports is a joint venture that imports, distributes and markets the Modelo portfolio and other beer brands across the entire United States. The Modelo portfolio includes Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria (select markets) beer brands. Crown Imports is a 50-50 joint venture between Grupo Modelo SA de CV, Mexico's leading company in the brewing, distribution and sale of beer, and Constellation