Corona Extra is aiming its sights at the urban market in a partnership with Playboy for a summer-long promotion.
The central component of the campaign is a sweepstakes that dangles a luxury home for the weekend, an invitation for three guests and a private party that includes a iPlayboy Playmate. The sweeps, promoted on retail displays, via radio ads and in print ads in the July issue of Playboy, kicks off in June.
The $2 million-plus, six-week promotion taps into the new Corona “Linen & Lime” concept developed by multicultural agency GlobalHue, headquartered in Southfield, MI. “Linen” plays on the desirable white linen parties (where all guests wear white) that are popular in the upscale urban market. “Lime” ties the linen parties to the beer’s popularity of being served with a slice of fresh lime.
“[Linen parties] are an activity that the upscale urban market already aspires to,” said Don Mann, marketing group general manager for The Gambrinus Co., which imports the beer. “There’s a feeling these types of events are very much about relaxation and that is the appropriate association for the Corona brand.”
Ads and promotional materials market the beverage as the “beer of choice with an upscale appeal.” A new print campaign featuring the urban lifestyle launched in February in Vibe, Playboy, Smooth, King, Maxim, Stuff and in ESPN the magazine and continues through summer.
On-premise “White Linen Parties” will be promoted on local urban radio stations and through merchandise and P-O-S materials. The parties kick off next month in New York with Playboy. The events will travel the country in key markets at on-premise locations such as bars, clubs and other venues, Mann said. At each event, attendees will have the opportunity to enter the sweepstakes.
San Antonio-based The Gambrinus Company imports Modelo’s Corona Extra, Corona Light, Coronita Extra, Modelo Especial, Negra Modelo and Pacifico Clara beers.
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