Corona Campaign Wishes Consumers 'Feliz Navidad'

Published in CSP Daily News

Crown Imports rolls out annual holiday retail promotion, TV spot

CHICAGO -- The Feliz Navidad holiday promotion from Crown Imports for its Corona Extra and Corona Light brings holiday cheer to retail accounts with an array of new support materials, including a new mass display piece to remind consumers the "spirit of the getaway" is always in season while addressing the increase in premium beer sales during the holiday period and generating more attention for Corona Extra and Corona Light.

Off-premise retailers can celebrate the holiday with modular poletopper display units, display toppers, two-sided display cards, tuck-in price cards, base wrap, pennants and promo pillars and danglers. These point-of-sale (POS) materials will help the import family stand apart from the competition on the floor and at the register, the company said.

"We encourage retailers to take full advantage of the always popular Feliz Navidad promotion this holiday season," said Kevin Kramnic, vice president of retail promotions for Crown Imports. "The holiday time period is one of the best times to keep the Corona brand family top-of-mind with consumers and encourage trade-up from domestic brands to increase profits."

In addition, the Feliz Navidad promotion will be supported with Corona's "O'Tannenpalm" TV commercial, which will hit the airwaves nationally during the holiday season. The spot will run from November 14 through December 31 on ESPN and ESPN2 (English) and Univision, Telemundo and Telefutura (Spanish).

Chicago-based Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the entire United States. The Modelo portfolio includes Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria (Chicago only) beer brands. Crown also imports the St. Pauli Girl and Tsingtao beer brands in the United States. 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 Brands Inc., a leading international beverage alcohol producer, importer and marketer.