Vacation in a bottle
Corona understood very quickly the key to sell beer in the US: sell the experience your consumers want. In the words of one of their competitors top managers: “There is no mystery about brewing beer. Everyone can do it... Beer is all marketing. People don’t drink beer, they drink marketing.”
Having understood this, Corona executed perfectly on a brilliant marketing strategy: keep it simple, know what your consumers want, and be very consistent with the messaging. American consumers of imported beers were mostly affluent, younger and with college education. What they wanted from beer was the promise of a fun experience, and Corona with its Mexican origins could represent just that. All of their creative has been for years focused on creating that consistent imaginary of fun, sun and beach; now those concepts are forever attached in our minds to the Corona brand.