off-brand
Posted by Abe Sauer on October 20, 2009 06:35 PM
Corona may be dealing with some bad PR over a fake ad, but its real advertising campaign may also be losing its way.
Corona's parent Constellation Brands appears to be having a good year. Hard times may be good for alcohol makers. But that's not the case for the group's Corona beer brand, which, as a premier label, is suffering as strapped consumers turn to lower tier beer brands. The brand is hoping to counter this by introducing 24-ounce cans of Corona to the market soon.
Corona is also bumping up its ad exposure during premier sporting events such as the Major League Baseball playoffs and National Football League games. Any football fan is aware of this, as Corona ads have become more numerous and subtly different in tone.
Overall, this is bad news for Corona. In a chase for profit, Corona is doing itself the disservice of diluting its brand. First, its introduction of always-classy 24-ounce versions will put the brand in line with low-rent booze brand, sending the message that "Corona is good for a cheap buzz."
Then: Corona's now iconic ads, featuring tranquil, dialogue-free shots of relaxing in paradise, have recently featured football themes with football jokes and even football noise, which of course only helps them blend in during games where every ad (especially for beer) has a football theme and football noise.
If Corona keeps this up, they are going come out the other side of the downturn to find their brand cheapened, without too many options for taking it back up.
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