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.