Corona Extra: Feliz Navidad (Media Planning)

For over 30 Years, the “O’Tannenpalm” Corona Ad has kept the holidays lit. As media support, we drove awareness and conversion of Corona Extra products Instacart, Amazon Fresh and Go Puff. We focused on key states of AZ, CA, FL, NC, NY, TX, and VA. We overlayed Spectra data to weight impressions around the retailers within these states that index highest for our key shopper. Our audience strategy was to focus on verified Corona Extra and lager category buyers, 21 and up. The tactical strategy included a SmartCommerce link driving to selected retailers.

The campaign takeways was the messaging reached the right shoppers. This made an impact in increasing awareness and purchase consideration amongst Instacart, Amazon Fresh and Go Puff shoppers. The ads drove 50% recall amongst interviewed IC,AF and GP category shoppers (vs. 46% at Target/Total Wine). Over 70% of Walmart category shoppers who recalled the “O’Tannenpalm” Corona Ad caught their attention.