Corona Extra is launching a £1m national advertising campaign this week, highlighting the brand's position as a style icon.
It is the first campaign by the brewed-at-source beer in the UK, where the brand has traditionally focused on below-the-line support and sponsorship initiatives.
With the strapline 'The Beginning', the multi-platform initiative underlines Corona Extra's sense of style.
It will feature train station advertising in London, Glasgow and Edinburgh, and on buses in other major cities. Corona Extra's print media campaign will use male and female magazines including GQ, Arena, Elle, Grazia, and Uncut. And digital advertising will include messages on Yahoo and on national newspaper websites. A four-week radio campaign will also see Corona Extra commercials on highly targeted music stations across the UK.
Chris Lewis, marketing director at Wells and Young's Brewing Company, which markets and distributes Corona Extra in England and Wales, said: "Corona Extra is extremely well received in the marketplace and this campaign is a major drive to underline that success and to reach even more consumers."