FROM FAMILIAR FAVORITE TO CULTURAL ESSENTIAL
Contemporizing Corona to widen its appeal.
Services
Corona
Category + Consumer Trends
Consumer Insights
Brand Architecture
Retail Strategy
Brand Identity Design
Packaging Design
Product Pipeline Ideation
CHALLENGE
Already an icon, the beer better connects with consumer desires to make even more of its equity.
Corona has always brought something distinctive to the table—often associated with lively boat rides and lone beach chairs. But as the beer category has crowded and consumer expectations have shifted, Corona needed help to remain highly relevant.
SOLUTION
To take Corona to the next level, LPK took a three-pronged approach: simplify the brand for greater impact, amplify its most distinctive assets, contemporize to widen its appeal.
We started from the ground up, crafting a holistic strategy that outlined the brand’s right to win in emergent culture. Developing brand foundations and a narrative rooted in the consumers’ desires for Tranquility and escape, we worked to position Corona as both timeless and timely, nodding to its historic roots while adding freshness that appeals to today’s consumer.
With strategy in place, Corona turned to us to evaluate the brand’s visual identity at the masterbrand level. We conducted extensive consumer research, learning which elements matter most to the consumer—and which lacked meaning, or created clutter, through their eyes. With these insights as our guide, our design team began refining the creative system, streamlining the brand and amplifying its most celebrated assets for optimal impact and brand recall.
LPK also helped Corona strategically extend and excel in non-beer categories, revamping Refresca to better perform in the malted beverage category, and launching Hard Seltzer just as the seltzer market erupted.
RESULTS
Corona has seen record-setting growth since evolving its masterbrand and introducing new offerings. In a single quarter, The Motley Fool reported the Corona family of beer saw depletions rise 7%, with Corona Extra emerging as “the second biggest market share gainer in the category.”
