Status Quo Sucks. Most of the Time.
But what really has made the Corona brand successful is the consistency of the campaign message. The company and their agency, Cramer-Krasselt, found a brand formula that resonated and stuck with it, searing it into the minds
But as I watched this new ad, the chilled couple no longer were sitting on the idyllic beach. Instead, the morphed from sitting in front of a wave-lapped beach to being in front of the New York City skyline. Then a mountain range, then a forest. The brand image I had of Corona immediately began to change in my mind, becoming a little more foggy.
I get it. I really do. I understand what they’re trying to do by expanding the brand from the vacation/beach mindset into a broader relaxation mode. But they’re taking a big risk. Will consumer allow this brand migration?
Only time, and the status quo, will tell.