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Corona de-jumps the shark

3/12/2014

 
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.
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.
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! 

And... 
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    The Author

    Dan Fox is a real beer guy.

    For more than half his 30-year career at ad agency, Foote, Cone & Belding, he ran the Coors Brewing account. Leading a group of dozens of advertising professionals, Dan also personally wrote the Pete Coors "Somewhere near Golden, Colorado" commercials, designed the Coors NASCAR graphics, authored sales-convention speeches, and most important of all, formulated marketing strategy for virtually every Coors brand, including Coors Light, Keystone, Killian's Irish Red and more. His proudest achievement? "Our team had every Coors brand growing at once."

    Over his advertising career, Dan was personally involved in the analysis, planning and creation of thousands of ads for a variety of products and services. By way of this blog, he freely shares his expertise about what works, and what doesn't, when it comes to selling beer.

    If you're in the beer-marketing business--or just interested in the subject--you may want to read what "HeyBeerDan" has to say.

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