Back on December 11th, we lambasted the genius in Corona's marketing group who decided to "jump the shark" with a truly wrong-headed advertising call. We said the decision to trade the very special beach locale-- long a differentiating staple of Corona advertising-- for ordinary cityscapes was "the beginning of the end."
How dramatic a shift was this for Corona? Play the video below and watch the little timer in the lower lefthand corner. Mentally stop it when you see a beach scene.
How dramatic a shift was this for Corona? Play the video below and watch the little timer in the lower lefthand corner. Mentally stop it when you see a beach scene.
Yup. 26 seconds devoted to "everyday," 4 seconds to the brand's sole advertising equity, the idyllic Caribbean beach. If there's any justice, the people who recommended this remarkably pedestrian (pun intended) city-street direction have been banished to creating toilet-bowl cleaner ads.
Now, just three months later comes a new Corona commercial unveiled for the coming season. Try the same timer exercise, and you'll see it's pretty much an advertising 180.
Roughly 26-to-4, the other way. Thankfully, the beginning of the end, ended after just beginning.
Now, just three months later comes a new Corona commercial unveiled for the coming season. Try the same timer exercise, and you'll see it's pretty much an advertising 180.
Roughly 26-to-4, the other way. Thankfully, the beginning of the end, ended after just beginning.
The only thing worse than a bad decision is refusing to recognize it as boneheaded. So, for having the good sense to get back on the beach, the brand's totally distinctive advertising icon, bravo Corona!
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