Crown Imports, the maker of Corona Extra and Modelo Especial, has hired Upshot to handle its promotion marketing.
Upshot, a consumer and retail promotion agency, will work with the full Crown Imports portfolio.
The agency is tasked with developing marketing programs to drive the business in the on- and off-premise channels.
The work begins with Crown this year. First work breaks at retail in summer 2010.
“Our portfolio has enjoyed great brand advertising and we want to maximize our efforts at retail to fully engage and connect with all beer consumers,” said Jim Sabia, executive vice president of marketing for Crown Imports. “We were impressed by Upshot’s strong understanding of consumer, shopper and retailer insights and their ability to leverage and connect that knowledge to our brands to develop high impact solutions at retail
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