- Corona Premier launched a new brand platform today (April 26) and announced the appointment of the brand’s first director of lifestyle, based on information shared with Marketing Dive.
- The push emphasizes an lively lifestyle while showcasing the sunshine beer as something to be enthusiastic about that isn’t a compromise. Advertising material will appear across out-of-home, TV, social, digital, radio and TV platforms.
- As the brand’s director of lifestyle, television personality and former NCAA football player Matt James will encourage others to live an lively lifestyle and help promote The Premier Club, a traveling activation providing customized fitness and sports opportunities.
Corona Premier, sister brand of Corona Extra, is the most recent to reimagine its marketing at a moment with the sunshine beer category is in upheaval following last 12 months’s controversy around Bud Light’s partnership with a transgender influencer and a subsequent drop in sales. While brands like Bud Light, Coors Light and Miller Lite have adopted a nostalgic approach of their marketing of late, Corona Premier is doubling down on messaging around fitness as a lifestyle.
The campaign, which comes from Corona’s U.S. distributor Constellation Brands, was created in partnership with BarkleyOKRP and is ready to Major Lazer’s 2015 hit, “Light it Up.” At the core of the new platform is James, who’s best known for his role on the twenty fifth season of “The Bachelor.” As Corona Premier’s director of lifestyle, he will probably be lively within the Premier Club, including appearing at events.
The Premier Club features a new partnership Barry’s, a stylish fitness chain known for high-intensity workouts and a nightclub aesthetic, for speciality classes and tasting experiences in eight markets. On May 4, the sunshine beer will present the Canelo vs. Munguia fight in Las Vegas through a partnership with Premier Boxing Champion. Experiential activations are also planned at each the 2024 U.S. Open Golf Championship and the American Century Championship. The beer can even have a baseball presence through activations at Minor League Baseball stadiums across the country.
Light beer stays popular with consumers, with a market value of $374.9 million in 2023, and is predicted to grow at an annual rate of 3.2% going forward. Many brands have invested heavily of their light and lighter beer offerings. In January, Molson Coors rebranded its ultra light beer Miller64 to Miller Extra Light to take the emphasis off of calories and reflect evolving consumer preferences around low-alcohol products.
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