Corona Light Says Adios to the Beach, Hola to Well-Worn Territory
April 18, 2011 by Nate Winter
For the first time ever, Corona is saying adios to the beach. Or Corona Light is anyway. Seeking to distance itself from its more established sibling, Corona Light is channeling a more hip, urban feel. This TV spot brings the new positioning to life.
Corona Light has drifted away from Corona Extra, but also from a meaningful brand positioning. It just feels foreign, forced, arbitrary. This is a Mexican light beer that has lived on the beach since its inception, and now it's DJ-ing a rooftop party in L.A.?! This direction is fresh for Corona Light, but hardly ownable within the category. Plenty of beer and liquor brands could do that.
Distinguishing itself from Corona Extra makes total sense. But I think a rooftop party in downtown L.A. is too far. Where Corona Light should be, in my opinion, is something like Bacardi’s "Island" ad. This spot is lively, hip, upscale and youthful. It's not on the beach, but takes pride in its tropical roots.
I'm interested to see more work based on Corona Light's new positioning because I'm hoping there's more than what we've seen in this first spot. Until then, you can find me in my Chicago apartment, sipping a Trader Joe's Name Tag lager and watching Telemundo from a canvas folding chair.
