Corona

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Corona
Miles Away From Ordinary
Campaign Presentation By Jenny Collard
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Corona History

• All Corona is brewed by one of the seven Modelo
  breweries in Mexico.
• Grupo Modelo was established in Mexico in1922.
  Corona was launched in 1925 after their first
  beer Modelo.
• Corona Extra is only one brand in the Grupo
  Modelo brand portfolio distributed by The
  Gambrinus Company which was introduced to the US
  in 1986 by President Carlos Alvarez.

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Corona History

• 1997- Corona Extra becomes 1 imported beer in
  the U.S. and Canada.
• Corona is the 4th best selling beer in the world,
  the 1 Mexican beer in the world, and the 1
  selling beer in Mexico, making Grupo Modelo the
  worlds eighth largest brewing company in the
  world.
• Corona is available in more than 150 countries
  worldwide.

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Corona History

• The Gambrinus Company includes more than 300
  corporate, sales, distribution, brewing and
  support personnel, and markets 5 brand portfolios
  throughout the United States and Caribbean from
  their corporate headquarters in San Antonio.

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The Campaign

• In 1997, the Gambrinus Company launched the
  Miles Away From Ordinary campaign.
• It was created by the Richards Group Ad Agency
• The first ads to be launched were a series of
  television commercials

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Miles Away From Ordinary
Jenny Collard
TV COMMERCIALS
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The Campaign

• June 10, 2002 Corona Extra extended their
  Miles Away From Ordinary campaign to the web by
  launching corona.com
• The website was created by the REALBRANDING agency

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The Campaign

• The website won many awards, such as
• 2002 Beverage Dynamics Awards for Outstanding
  Website Design
• 2003 Food and Beverage Excellence Award for Best
  Website Design
• 2003 Summit Award for Website Design

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The Campaign

• In December 2003, they launched a holiday twist
  on their Miles Away From Ordinary campaign with
  a 30 second TV spot entitled Sandman

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Sponsorships

• Corona Extra is the proud sponsor of many world
  wide events, including
• Motor sports
• Pacifico Grand Marathon
• Beach Volleyball Tournaments
• George FM Beach parties in New Zealand
• Wakeboarding
• The Latin American Film Festival
• And much more

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Promotions

• To coincide with the Superbike circus coming to
  the UK, a series of high profile promotions are
  being lined up to support the top-selling
  beer,including
• Awareness campaigns.
• Promotions in trade publications and outlets.
• VIP hospitality packages for key accounts in
  Corona Extras popular hospitality tent at the
  race meeting.
• Themed merchandising and tactical advertising
• Different promotions are often offered through
  http//www.corona.com

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Read All About It!

• Corona is often in the news!
• They were recently featured in an article about
  top campaigns along with BMW and Adidas
• Corona received negative publicity from the
  Animals for Sport campaign in relationship to
  sponsoring Bull Fights

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Merchandise
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THE END