Corona Beer
At some point in your life you will see a commercial on television for Corona Light. This is a great opportunity to make money if you are an artist. In fact, this was one of the first times that I had ever made any money from my art. It all started when my friend Chris and I decided we were going to try to get our paintings into Corona Beer commercials. One night while watching television we saw a Corona Light commercial and we started talking about how fun it would be to paint pictures of fish tanks over their logo – but there wasn’t enough time to make a real fish tank painting. The next commercial we saw, for Corona Light, featured some corona beer drinkers in the hot Mexican sun and had a beautiful shot of a tropical reef complete with colorful vegetation, bright corals and fish swimming in around them. Bingo! We realized that this was our big chance to get into one of those commercials!
When I woke up the next morning I sat down at my computer and started thinking about what corona light might be like if they made it cooler. I began writing the rough draft for an imaginary corona light commercial about corona light which featured magical pixies who lived underwater and could grant wishes to anyone while drinking corona-light (magical pixie corona-light drinkers). They were all having a fun party in the corona-light (magical pixie corona light) and then they wished that corona light would have some corona-lights of its own. A corona-light fell out of the sky into a bottle of corona light which was floating nearby and when it hit the corona-light water – poof! Out came this really cool looking fish tank with bubbling coral, colorful tropical fish and algae growing on rocks. Then corona light became magical corona beer (magnificent corona beer), I was getting closer to an ending for my story. Now corona light needed some extra coolness so instead of just being nice pixies who lived underwater these magical pixies would have a raging party every night under the corona-light (magical pixie corona light). Then once they got really drunk they decided to grant the wish that all of my friends and I had been talking about – which was for us to get our paintings in a corona beer commercial.
Next thing you know, my story takes off like an out of control fire truck! So we got some paints, threw on some old t-shirts with paint on them and headed down to Hollywood where there were plenty of tourists around so we could hand out fliers for our Corona Beer commercial auditions. We talked with tons of people who were interested in taking pictures with us and even groups of girls wanted their picture taken with us. After a long day of handing out fliers and meeting new friends I went home to see if there were any calls for people wanting corona beer commercials. That night I made the call to get into the ultimate Corona Beer commercial!
This was one of those great times in my life where everyone around me started participating in this crazy project because they just knew it would work. We tried getting some exposure by calling up radio stations, newspapers and television shows but no one wanted to feature us on their show so we decided that we needed more interest. Chris took all our pictures, added them onto a slide show and put them up on Youtube with an embedded google map showing exactly where we could be found every single day until filming began. When we woke up the next morning there were tons of voice mails and emails from people who wanted to take pictures with us. That night I spoke with a representative from Corona Beer, he told me that everyone at corona beer was really impressed with our work but they weren’t sure if it fit in their commercial well enough. He said that this would be their last shoot for sometime so they really liked my idea and hoped to talk more about it in the future.
I got back home late that night, went on line and found out that someone had uploaded youtube video onto another website called StumbleUpon where they showed all of the videos linked on Youtube but sorted them by popularity, ratings and more. All I could imagine was how many viewers I would have by the end of the week if it was featured on StumbleUpon! I continued to transfer my video onto other websites, commenting on blogs and forums and networking with people all over the world through social media sites. It worked! My story took off faster than a hot air balloon being chased by a fox! Within days there were over 100,000 views on Youtube alone!
My friend Chris called me up saying he felt like something was going to happen soon so we decided that it would be fun to make our own corona beer commercial within 24 hours using our cell phones – just in case corona beer actually wanted use in their commercial. That’s when things got really interesting… Because of the viral nature of what we had done I was invited into a corona beer podcast, an interview was given on one of the countries biggest radio stations and we were actually getting calls from television shows all over. My brother sent me an email that morning letting me know that he wrote up a press release to send out so at least some people would know about what I had done.
I ended up doing several interviews with newspapers and magazines. At first I didn’t really believe it was happening but there was proof right in front of my face, printed out email, “an article feature”…”a blog entry”… “one of our videos was mentioned in an interview”. It seemed like my story couldn’t get any better. That night Chris called me again saying how everyone on his street needed to get into it so they could see how much fun we were having. They didn’t want to be left out of the excitement. He suggested that we should make flyers and just hand them out in public, maybe someone would call up Corona Beer and let them know about our project.
I was looking forward to Friday, since I wasn’t sure if corona beer was going to contact us before filming as scheduled. I wanted remember my first commercial audition for a major brand so I thought about what would happen when I arrived and all the people involved worked on this for free. I thought about the corona logo on my shirt – how am I going to get one, who’s paying for it? This was all very stressful so I decided not to think about it and just have fun with everyone.
Chris came over that night and we printed out 700 flyers that read “Corona – The Search Is Over: Corona Beer Commercial Adventure Winner”. It included our names, mailing address phone numbers along with our youtube video link. We folded them up into quarters figuring people would be more likely to open something small like this versus an ugly post card. We wanted to make sure everyone around us knew exactly what happened so every single person walking by could see why we were getting attention from major media outlets! We also wanted to make sure all of the recording equipment was accounted for so I decided to point out every single important detail about the shoot that would be happening next week, including how my brother and I are going to play ping pong in between shots!
If you’re wondering why corona beer doesn’t have a website like this yet, it’s because they didn’t want people knowing anything about their new commercial or the winners. Lucky for us we found a great way to get some attention without getting sued! That Friday morning we arrived at 6AM ready to hand out those flyers on foot since everyone was sleeping still. We walked around our neighborhood talking with neighbors and handing them out on lawns, mail boxes, drive ways and any private property we could get. We made sure to leave a few on corona beer delivery vehicles but it wasn’t enough to make a difference.
We couldn’t find anyone that morning so we decided to take our search into the subway system. After wandering through 4 lines of commuting people, we finally found an empty train car with only 3 passengers in it! Chris and I talked about how funny the timing was since everyone else was at work, yet we were still in our pajamas handing out flyers for fun. We took advantage of this moment by getting as close as possible to those 3 strangers making sure they could see and read everything clearly while asking them “do you like corona”? The surprised response usually led to a small conversation that would last all the way to their stop. I’m not sure what the 3 strangers thought but that’s just how we rolled. We handed out about a hundred flyers in less then 30 minutes and this was only possible because corona beer delivery guys were all over the place getting ready for filming!
After breakfast with our family, we decided to go pick up our poster boards since there was still plenty of time before filming started later on in the day. We quickly drove through the neighborhood realizing how much attention those flyers had already brought us – 2 people called us telling us they saw our video link on YouTube. We were surprised at how easy it was to get media coverage by just being creative, yet naïve about what is expected from certain companies like corona beer. As we rounded the corner to pick up our posters, corona was already in full swing! A crew of people were setting up a tent and draping it with corona banners next to parked delivery trucks where the models would be standing in front of for the shoot. We walked up to the trailer ready to speak with anyone that was willing to listen but there wasn’t anyone around except for a couple cameramen waiting beside their cameras in case someone showed up like us, who’s here without being paid (unlike all of those corona employees).
We left our poster board with everyone else’s and drove away knowing filming was going on right then while people were working on what they thought were exciting projects like this one. To us it meant that corona was already setting up the scene instead of actually looking for winners. We had our doubts about whether or not these people were even winners at all. Days later we returned to where filming was happening and asked everyone if they knew what happened with respect to emailing us back, but no one could provide an answer so we continued waiting while everything else in life kept moving forward without a second thought.
The next time my brother Chris got home from working he went straight into his room and plugged in his computer. The moment his desktop loaded the noise coming out of his speakers told me I should wait up for him because something big just happened! About 2 minutes after he logged on, a message popped up with an attachment telling us to login to the corona website using the email address associated with our video URL. That’s when I saw a notification that said: `The head of Corona advertising team at Wieden + Kennedy was interested about our advertising ideas and invited us to New york. We flew out to New York met with the team and the rest is history. We were still confused as hell about how this whole thing had happened since the all happen so fast making it was hard to understand what , but all we knew for sure is that corona is now officially doing business with us. This deal brought us a in a whopping $568K.
Whos is Wieden + Kennedy?
Wieden+Kennedy is a global, independent agency that creates strong and provocative relationships between good companies and their customers. They do this by studying the customer’s world, uncovering what inspires people. And they create work that responds to those inspirations, making it necessary for them to share their message with the rest of the world.
They are a company of creatives and pragmatists- artists who have learned how to measure success. Together we create campaigns that get people talking, that make the brand more interesting, more surprising, more relevant than ever before- work that entertains and sometimes provokes. They then back up their ideas with research and data from reality based consumer insights: loyal customers telling us who they are, what they want, and their values.
Their corporate culture is defined by its passion for creativity, bold ideas and the clarity of the language that communicates them. It’s an environment where people feel a sense of freedom to explore- to take risks and be different—to do something unexpected. In short: They are a company that feels like it could only have happened in Portland Oregon. And it wouldn’t happen at all if not for our founder, Dan Wieden! He was there from day one, 40 years ago when he convinced Nike to hire him as their ad agency–big risk on his part but he believed in himself and Nike took a chance on him too! Today we’re proud of the work behind some of your favorites brands.
They are simply brilliant! Even though people have been talking about them for a while now, I decided that it is time to let everyone know how great Corona really is and what they have achieved so far. This post was aimed at showing how an ordinary idea took the world by storm thanks to Wieden+Kennedy and Corona Beer. It will also help new entrepreneurs to learn from other peoples success stories while reading through this post.
If you want to know more you can always visit their website and learn about the work they do. Do not hesitate to contact them if you need help with anything in your day-to-day lives! Don’t forget to check out some of their previous works on http://www. corona beer .com/coronapromo [1] or try one of these amazing commercials:
The History of Cervecería Modelo
Corona Extra is a pale lager produced by Mexican brewery Cervecería Modelo and owned by Belgian company AB InBev. It is the fourth best-selling beer in North America.
Corona Extra was first brewed in 1925 but did not become successful until the 1960s after exports to Europe from Mexico increased. The brand is now available in over 180 countries.
Corona Extra was launched in Mexico in 1925; production began in May of that year. In 1926, the first Corona beer arrived in the United States, brought by Italo-Mexican immigrant Nicolás Mastrobuono.
Initially, the beer had a pale gold color and a density of 1.055–1.058 °Plato (12-13 °P). This original recipe is still used today for all regular-strength variants of Corona in North America and Europe (including Coronita and Corona Light). In 1929, Corona Extra became available in bottles for the first time. Over the next few decades, Corona became one of Mexico’s most consumed beers; it also gained popularity around Latin America and Southern California through exports.
Corona was first imported to the U.S. in 1958 by Seagram’s, which sought a brand that would compete with Heineken and Corona soon became one of the top ten selling brands in the United States for over 20 years. The lime-less flavor also contributed to its popularity by making it easier for drinkers not accustomed to beer to develop a taste for it.
The 1960s saw significant growth for Cervecería Modelo and the Corona brand as exports began throughout Europe, Asia, Canada, Mexico and Australia. Growth continued into the 1970s and 1980s; however, by 1981 demand had exceeded domestic output capacity at Cervecería Modelo’s main brewing facility in Mexico City. To meet this rising demand, brewer Emilio Reyes Moron began construction of a new brewery located in the municipality of Nava, just north of the city. The new facility became operational in 1983 and, since then, has been producing Corona along with Modelo brands Pacífico and Negra Modelo. Demand for Corona continued to increase during the 1990s when it became the best-selling import beer in the United States; by 1995, annual production had reached over 842 million liters (over 212 million gallons) worldwide.
Corona’s popularity grew internationally following its acquisition by Belgium-based brewing conglomerate Interbrew in June 1999. In 2002, Interbrew merged with AmBev to create InBev which now controls most global marketing rights for Corona.
Corona Extra is now the top-selling import beer in the United States, and Mexico is its second largest export market.
In 2005, InBev started an international marketing campaign to promote annual sales of 1 million hectoliters (over 277 million gallons) of Corona by 2010. The “Coronitas” campaign was launched with television ads that featured a lime wedge wedged into the rim of a Corona bottle used as a miniature beach umbrella with sand standing in for the salt typically added to margaritas. These commercials were developed by advertising firm Euro RSCG Worldwide Chicago and aired throughout 2007 and 2008; following their successful launch, model Kate Upton became associated with them.
The “Coronitas” campaign has since been adapted into a variety of television spots and also produced shorter “A Touch of the Tropics” ads which are shown in Canada during the summer months.
Other advertising campaigns used celebrities from sports (actor George Clooney, NFL player Troy Polamalu), music (rapper Jay-Z) and movies (actor Woody Harrelson) to market Corona beer. These commercials aired throughout 2007 and 2008 but have since been replaced by new advertisements written by Euro RSCG’s successor firm VSA Partners Chicago.
Corona Extra is available in many different sizes for global marketing purposes; including bottles, cans (known as ‘tombos’ in Mexico), 30-can cases known as ‘caixa’ or 43-liter/12-case ‘kegs’ known as ‘jarras’.
In the United States, Corona is also available in 19.2 oz cans sold in 6-packs that contain a lime wedge; this packaging was discontinued in 2009 due to low sales, but re-introduced for sales in Florida shortly thereafter. Corona Extra is also available on draft at some bars and restaurants. Corona Extra, Corona Light, and Coronita are also available in cans with a lime wedge enclosed. Corona Extra is also available in a unique 12-in can, intended for sharing. This can, called a corona extra party pack, is sold with six 12 oz cans and packaged like an oversized beer koozie.
The name Corona is derived from the Latin word “corona” (crown). The brand name was created by Cerveceria Modelo which has used the model of using Spanish naming conventions for its line of beers; this practice continues today as Modelo produces and distributes more than 20 brands worldwide including Negra Modelo and Pacifico.
Corona Extra is marketed as a light beer, but contains more alcohol by volume than competing light beers such as Bud Light and Miller Lite. It comprises less than 4% of the Mexican beer market, while Pacifico holds about 13%.
Production: Modelo’s Nava Brewery has an annual capacity of 5 million hectoliters (over 1 billion gallons) and exports its products to approximately 60 countries worldwide. In addition to Corona Extra, this facility manufactures additional brands such as Victoria, León Negra mía and Pacífico for distribution in Mexico; it also produces Señorita Nena brand sold exclusively within the country. Cervecería Modelo also controls breweries located in Arandas (40%); Mexicali (40%); and Celaya (20%) all located in the state of Guanajuato, Mexico.
Grupo Modelo is a large brewery in Mexico that exports beer to most countries of the world. Its export brands include Corona, Modelo, and Pacífico.
The brewery was founded by Pablo Diehl, who had been exiled from Germany to Mexico in 1864. Diehl is credited with founding three breweries: Lácteos Mexicanos (1879), La Constancia (1897) and Grupo Modelo (1933). In 1975, following government expropriation of the brewery under President Luis Echeverría Álvarez, the company’s control was restored and production began again on July 9th 1977. Previously a state-owned enterprise, it has since become privately owned.
In its early years, Grupo Modelo used its profits to develop a chain of supermarkets in Mexico. In the mid-1990s, the company began producing and marketing non-alcoholic beer. The brewery also entered into a joint venture with Anheuser-Busch in 1996 to market and sell Corona in the United States; Anheuser-Busch soon bought out Modelo’s 50% share in this enterprise.
Grupo Modelo celebrated its 150th anniversary on February 24th 2008 at which time it was announced that US$4 billion would be invested over the next five years for brewing equipment at Nava, new canning machinery and modernising distribution services while maintaining production levels to secure supply for export partners and the Mexican domestic market.
Because of its place in history as a brewer, Modelo has become something of an icon in Mexico. In addition to its beer production it is also involved in banking and agriculture activities such as cattle ranching. Its principal shareholder is Carlos Hank Rhon, son of Carlos Hank Gonzalez.
Lesson Learned
Never give up. Always be creative and never take no for an answer.
Even though corona chose not to communicate with us at all, we still believed that our video had enough value to make a difference and it was worth pursuing this opportunity – even if everyone else already decided against it. Once corona realized what a unique idea we came up with they were calling out our names because there’s no other person like us in the entire world…well, maybe they only know one other person who would come up with such an idea but either way there are as much differences between them and me as there is between two individuals selected out of 7 billion people living today on earth!
This brings my attention back to those 3 strangers mentioned earlier: The more I think about them, the more I realize that they weren’t strangers at all. Instead, they were people who made me question my beliefs about what is real and what is not – that’s why it seems like they only exist in my mind! The true stranger in this story was corona itself for forcing us to think outside of the box just to survive out there in the big bad world where everyone accepts default answers without even thinking about it…
Good things come when you think opposite of everyone else because most people don’t really care if their own dreams never make it past being stuck inside their heads or hearts; as long as they’re having fun with whatever keeps them busy by day and asleep by night. But we both know better than what others from our past have tried to convince us of so we don’t settle for whatever life has in store for us – instead, we make it happen the way THAT WE WANT IT TO BE!
