Molson Coors: Big advertising campaign for Corona Extra

Running until mid-July, the new outdoor campaign is backed by a strong digital element. It will focus on the bucket serve, which, according to Coors, makes Corona an ideal drink to enjoy with a group of friends.

Outdoor advertising will appear on billboards and 6,000 posters, and the campaign will include Facebook activity and the launch of a new Corona mobile app.

Darius Burrows, senior brand manager for Corona Extra, said: “The idea behind the new campaign was to recreate the strong connection between our brand and its consumers — when they open a bottle of Corona they leave everything else behind and start enjoying life in the place they want to be.”

Burrows added: “For Corona, a summer campaign is crucial to build on previous success and take advantage of the growing popularity of world beer.”

Consumers who recognised the 2011 poster campaign were 35% more likely to consider drinking Corona in the next month as a result, said Molson Coors.

According to Nielsen Scantrack, a 20% spike in sales volume in the past three years means world beer is now responsible for £1 in every £10 spent on the total beer category.