Sheep are the stars of a wrongheaded Corona ad campaign
Tom Dougherty, CEO – Stealing Share
15 May 2013
Corona is usually better than this
Sheep are the stars of a new advertising campaign. Not that it’s unusual for companies to use animals to peddle products. Geckos and Geico come to mind. What’s curious is who decided to embark on menagerie marketing. Yep, it’s the new Corona ad.
The new commercials urge consumers to “ditch from the herd“ by showing a sheep-costume clad person standing up and walking away from the rest of the animals.
Next, a hoof slams down a bottle of Corona Light.
“The campaign makes no sense. I know this is a Corona Light ad, but it still falls under the same brand.”
The new spots are a drastic break from the unique, easily identifiable, and nicely positioned “Find your beach” theme that characterized the Corona brand for years.
The campaign makes no sense. I know this is a Corona Light ad, but it still falls under the same brand.
In fact, I use Corona as an example of a brand that has done a terrific job separating itself from the competition. “Find your beach” evokes an emotion. It takes consumers to a warm, relaxing place, away from the busy party-time nights that other beers promote.
Most beer marketing mostly consists of a poorly crafted punch line with a product shot at the end.
Sadly, this Corona ad makes you wonder if it has joined that herd.
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