With a 2nd generation of Mexican Americans now of age, Corona saw that this opportunity to grow, may be well served by reconnecting this group with their Mexican roots. In California, how does Corona gain consideration among the 2nd generation of this target while maintaining 1st generation interest? Break through the marketplace and connect with them through music, a major passion point for Mexican Americans.
We analyzed several bands within the Mexican Regional Music genre that were relevant to Corona’s target audience ultimately leading to a partnership campaign with the band, La Adictiva. A full sponsorship of 6 shows and one final event called for a point of sale kit for retail promoting a sweepstakes to win a chance to be invited to the highly anticipated final event—an exclusive private show for Corona guests only. Authentic Mexican food, beverages, live entertainment and music elevated the show, creating one, big, EXTRA party.
The Corona x La Adictiva program reached 28k+ consumers—generating 196K+ impressions within a 4-month period. More than 3,000 sweepstakes entries were received within the 60-day promotional period.