The icon of unwinding continues to evolve

Outpacing the industry, Corona owns the slowdown. corner-left-box

Corona Extra Cans

The Take-It-Easy Beer Takes It Next-Level

When Constellation Brands came to LPK, they were looking to make more of Corona’s equity. As a light, cerveza-style beer in America’s market of mostly domestic, heavier brews, the brand has always brought something distinctive and alluring to the table—often associated with lively boat rides and lone beach chairs. But as the category has crowded and consumer expectations have shifted, even the iconic Corona brand needed finessing to remain highly relevant.

To take Corona to the next level, LPK took a three-pronged approach: simplifying the brand for greater impact, amplifying its most distinctive assets and contemporizing 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.

Simplifying to an Icon’s Essence

With strategy in place, Corona turned to us to evaluate the brand’s visual identity at the masterbrand level. To honor its legacy and evolve the equity responsibly, 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, LPK’s designers began refining the creative system, streamlining the Corona brand and amplifying its most celebrated assets for optimal impact and brand recall across a fast-growing portfolio of products.

Corona flexes brand strength to stand out in a crowded hard seltzer aisle.”


Innovating New Ways to Get on “Corona Time”

In addition to revamping current on-shelf offerings, LPK 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.

As these new-to-the-world sub-brands debut with the refreshed Corona look and feel, more consumers are experiencing the refreshing, take-it-easy world of Corona—bolstering the brand’s value and meaning.

Constellation Brands continues to ride its Corona family of beer to new heights.”


Record Sales Come Ashore

Despite several innovations launching in the midst of the pandemic, Corona has seen record-setting growth since evolving its masterbrand and introducing new offerings. In a single quarter in 2021, The Motley Fool reports the Corona family of beer saw depletions rise 7%, with Corona Extra emerging as "the second biggest market share gainer in the category."

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