AB InBev is supporting customers this summer with its first pan-European promotional campaign for Corona, the UK’s best-selling sunshine beer, offering consumers the chance to experience the trip of a lifetime.
Building on the success of Corona’s This Is Living campaign, launched in 2016 to encourage people to go outside and ‘live more moments that matter’, Passport to Paradise aims to drive incremental sales by engaging consumers; inspiring and enabling people to live the spirit of summer, and enjoy a taste of paradise.
Passport to Paradise sees the launch of a Corona microsite – www.coronaextra.co.uk – which plays host to an exciting consumer competition. By uploading images to the microsite, Corona fans can enter prize draws to win a holiday for them and a friend to exotic destinations including South Africa, Dubai, Columbia and Italy. The brand has partnered with Lonely Planet, a strong platform sharing the same values and audience target as Corona, to host and share links to destination guides on each location.
The fully integrated campaign for Corona will be boosted by a significant marketing investment over the summer period, including social media promotion, and out-of-home and cinema advertising, all utilising the hashtag #thisisliving. Within retail, it will be supported by a wide range of point of sale (POS), such as branded gondola ends, shelf visibility materials and in-line plinths. Premium activations can be tailored to specific customer needs, including in-store displays holding fresh limes – an essential part of the Corona serving ritual.
Passport to Paradise also sees the return of the popular Corona Cubo, or sharing bucket, with 218k units being made available to selected retailers across the UK this summer – and offered free to consumers when purchasing Corona multipacks in-store. Each promotional Cubo will come with a ‘luggage tag’ sending consumers to the campaign microsite (www.coronaextra.co.uk).
Epic festival experiences across the UK will also help to drive visibility and rate of sale. Corona will have presence and sponsorship at three key music festivals: Boardmasters, Lovebox and Citadel. Now in its fourth year, and after a hugely successful sold out 2016 event, the Corona SunSets Festival is also returning to London this summer.
Aina Fuller, marketing manager Corona UK, commented: “Corona has become synonymous with summer. Not only is it the UK’s number one selling sunshine beer, but from a retailer perspective it is seen by consumers as a premium beer worth paying that little bit more for as the perfect accompaniment to social gatherings. We are really excited to bring back the Corona Cubos this summer, which have been shown to drive a sales uplift of 14 per cent. Corona is a must stock for all retailers, so we hope this promotion will drum up even more excitement in the brand and further increase rate of sale throughout the country this summer.”