Spirit of MEXICO
M e x i c a n B ee r
“ These spots and full 360 campaign helped propel the brand into the center of culture by taking its talkability and cool factor to new heights ”
– Alex Schulz , VP of Brand Marketing at Corona
While the company continues to innovate through its products , it has also made strides into new marketing territory .
Modelo launched its brand campaign , “ Fighting Spirit ” to success , showing rapid growth over the last five years . It then accessed further markets through targeted English-speaking campaigns , including sponsoring sporting events such as the College Football Playoff .
“ As the official beer sponsor of the College Football Playoff , we have the opportunity to reach a huge group of hyper-engaged fans to bring the fighting spirit to life throughout the college football season ,” comments Gallagher .
“ We also launched an integrated campaign platform this past fall —
conscious Full Time Fans — which included two thematic TV spots that celebrate and reward the fighting spirit of those who support their team like it ’ s their job , activation on social and the chance for one lucky fan to win $ 100,000 and a trip to the National Championship game in Los Angeles , awarded by our partner , Desmond Howard . It was a really exciting way to amplify this partnership and we look forward to doubling down in 2023 .”
Modelo isn ’ t the only brand partnering with sporting leagues . Corona is a sponsor of the MLB .
“ Corona is proud to continue our multi-year sponsorship of the MLB ,” a company spokesperson comments . “ As the Official Cerveza of Major League Baseball , our brand is served in dozens of stadiums across the country and aims to bring fans closer to the sport . As a brand proud to celebrate its Mexican heritage , it was a natural decision to sponsor the MLB and MiLB , a sport beloved by the Hispanic community .”
Corona is also a partner of Oceanic Global , a nonprofit in ocean conservation . Together , the two are pursuing the goal to clean up 100 beaches and remove one million pounds of plastic from beaches , waterways and its business by the company ’ s 100th birthday in 2025 .
For the long term , the company continues to evolve it ’ s ‘ La Vida Más Fina ’ campaign .
“ Our masterbrand campaign has been really resonating with consumers ,” says Alex Schulz , VP of Brand Marketing at Corona . “ These spots and full 360 campaign helped propel the brand into the center of culture by taking its talkability and cool factor to new heights . Last year , we welcomed Andy Samberg to the La Vida Mas Fina family alongside our pal Snoop Dogg . We ’ ve seen tremendous success with three of the top five best scoring ads in the beer category this past year .”
Corona continues to introduce new product innovations to the market . “ Corona is really excited to launch Corona Non-Alcoholic come March ,” says Schultz . “ This non-alcoholic brew has the same crisp , refreshing flavor of the classic Corona beer consumers know and love .”
“ We ’ re also relaunching Corona Refresca as Corona Refresca Hard Tropical Punch to create a distinctive and ownable space within the flavored beverage alcohol space ,” she adds . “ In addition to the relaunch , we ’ re swapping Coconut for Mango , which we have found is more appealing to consumers . And we ’ re introducing Corona Refresca Hard Tropical Punch Guava in a 24-oz . can .”
Mexican beer ’ s sustained popularity is a noteworthy characteristic . The category has both the high-quality and experimentation of craft breweries , and the relevance carried by larger companies that import directly from Mexico . Next time you ’ re looking for a taste of summer , consider grabbing a Mexican beer , or a Mexican-style lager .
12 2023 Spirit of Mexico