You just get it!
That’s what happens when brand positioning is skillfully and creatively brought to life in powerful marketing communications. My last post highlighted how brand positioning was superbly delivered in excellent marketing from Ace Hardware and Avis Rent a Car.
Here’s another terrific example from the newest Corona Extra commercial (Flight) that began airing during the NBA basketball championship.
Jim Sabia, Executive Vice President of Marketing, Crown Imports, explained what the marketing team was shooting for: “Our brand has always looked to provide our customers with ways to relax responsibly. In today’s busy world, it’s more important than ever that we identify time for ourselves to enjoy life. We hope the Corona brand can serve as a beacon that leads consumers to their beaches, wherever they may be.”
Corona, and agency Cramer-Krasselt, launched the “Find Your Beach” marketing campaign in September 2010. Here’s how the agency described the first commercial and the new campaign:
“Corona Extra is expanding the Corona mindset to surprising places this fall with a new ad campaign that goes beyond the beach. The debut TV spot, called “Moments,” features a montage of scenes with people relaxing with their Corona Extras, but at fresh, unexpected places — from a mountain vista to a Big Sur cliff to a New York City rooftop. The spot closes on a couple on the iconic Corona beach, encouraging viewers to “Find Your Beach” – wherever it may be.”
According to Cramer-Krasselt, “the ‘Find Your Beach’ mantra will also carry over into out-of-home advertising, a refreshed Facebook page and mobile app, launching this fall, that will rewards users for interacting with the brand by finding their own beach.”
And, in case you’re wondering, Crown Imports started new advertising for Corona Light in April in an attempt to carve out a “social brother” positioning and point-of-difference versus Extra.
Headline For Marketers
You can build meaningful brand/product/service differentiation, image and equity with the right positioning foundation and marketing communications ideas that bring it to life. Corona Extra’s “Find Your Beach” tv campaign is a poster example.
Harvey Chimoff is a hands-on marketing leader and business-wide collaborator who builds marketing capabilities in B2B/B2C organizations that drive customer success.