Corona, the long time fun in the sun, life on the beach beer is repositioning their brand. They are planning on moving more towards slice of life commercials. They will be focusing on "refreshing moments" at parties and other social events instead of the typical beachfront scene. It is hard to envision Corona creating ads like Coors. Yes, it does appeal to a younger demographic, but there tactics are what has given Corona the edge for so many years now. The people in their new ads probably drink Keystone, not Corona. Corona isn't meant for the younger consumer who drinks to get drunk; this is a beer to be enjoyed by someone who needs to get away and can appreciate the serenity of a time off. After all it is a vacation in a bottle right?
We won't see much of it, as they are doing it globally except for the U.S. but their website corona.com does reflect their new brand image. I am not sure how successful this will be as I do not live in one of the countries this is being tried in, but it will be very interesting to see how it affects the brand image and demographics. Perhaps Corona has not been as successful in the UK and the brand image doesn't have quite as strong of a hold as it does here. Their advertising is what makes Corona so unique, their ads stands apart from all other brewers - it doesn't have party girls or dumb jokes, but beautiful beaches.
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