Context: Corona Light had no distinct identity from Corona Extra. The challenge was to carve out a unique yet related identity for Corona Light, with a young and more social premium beer drinker.
Insight/Idea: We defined a “premium casual” positioning: luxury in a relaxed, “Corona” way. Playing off the established traits of Corona Extra, we defined Corona Light as its more social and active brother. “It Only Gets Better” established Corona Light as a trade-up from domestic light beer.
Why This Case: We gave the brand a unique positioning and voice with flawless consistency between strategy and execution.
Results: Following our campaign, Corona Light experienced an uplift in sales, despite the overall beer category being down by -8%. Projections indicate that the brand’s growth over the next year will be +8%.