Diving overview:
- Corona Premier today (April 26) launched a new brand platform and announced the appointment of the brand's first lifestyle director, according to information shared with Marketing Dive.
- This push introduces light beers as excitement without compromise, emphasizing an active lifestyle. Advertising materials will be displayed across outdoor, TV, social, digital, radio and TV platforms.
- As the brand's lifestyle director, television personality and former NCAA football player Matt James is responsible for Premier, a travel activation that encourages others to live an active lifestyle and provides customized fitness and sports opportunities. Help promote the club.
Dive Insight:
Corona Extra's sister brand, Corona Premier, is currently in turmoil in the light beer category following last year's controversy over Bud Light's partnership with a transgender influencer and subsequent sales decline. , the latest brand to rethink marketing. Brands like Bud Light, Coors Light, and Miller Lite have recently taken a nostalgic approach to marketing, but Corona Premiere doubles down on its message about fitness as a lifestyle.
This campaign is brought to you by Constellation Brands, Corona's U.S. distributor. Berkeley OKRP is set to major lazer's 2015 hit song “Light It Up”. At the center of the new platform is James, best known for his role on the 25th season of “The Bachelor.” As Corona Premier's lifestyle director, he will be active at Premier Club, appearing at events and other activities.
Premier Club includes a new partnership with Bally's, a trendy fitness chain known for its high-intensity workouts and nightclub aesthetic, and will offer specialty classes and tasting experiences in eight markets. On May 4th, light beer will be available. canelo versus Munguia Fight in Las Vegas through a partnership with Premier Boxing Champions. Experiential activations are also planned for both the 2024 U.S. Open Golf Championship and the American Century Championship. This beer will also have a presence in baseball through activations at minor league baseball stadiums across the country.
Light beer remains popular with consumers, reaching a market value of $374.9 million in 2023 and is expected to continue to grow at an annual rate of 3.2%. Many brands are investing heavily in light beer and light beer products. In January, Molson Coors rebranded its ultra-light beer Miller 64 to Miller Extra Light to reflect evolving consumer tastes that focus on less calorie and lower-alcohol products.
