Corona Extra today announced a new national multimedia advertising campaign entitled Los Latinos Tenemos Algo Extra (We Latinos Have Something Extra) that invites Hispanics to celebrate the great things about being Latino. Created by Corona’s Hispanic agency of record La Comunidad, the integrated and multi-platform campaign will launched on March 26.
Reflecting the brand’s position as the number one imported beer in the U.S. and the leading Latino brand in the world, the campaign opens with the 60-second anthemic spot Life, which is the first one-minute ad launched by Corona Extra to connect with Latino consumers in the U.S.
The new advertising campaign, aimed at Hispanics ages 21-34, is an evolution of the brand’s Refresca Como Somos (Refreshes How We Are) campaign that launched in April 2011. All spots in the campaign feature original music created by Grammy Award-winning artist Jorge Villamizar whose recent album was nominated for Album of the Year. Through the lyrics of the song, it celebrates the Latino spirit of saber vivir, or knowing how to live each moment to the fullest. The song, entitled “Todo lo que quieres es bailar” (“All you want to do is dance”), will hit radio airwaves and be available on iTunes in May.
The integrated campaign also consists of two additional 30-second TV ads, as well as radio spots, out-of-home executions and digital efforts that will be featured across major networks and markets.
“The Refresca Como Somos campaign that celebrates the Latino mindset has been incredibly effective among our audience,” says Jim Sabia, chief marketing officer for Crown Imports, Corona Extra’s exclusive U.S. importer. “We’re now building on this success and going even further in celebrating the spirit and positive nature of Latinos that everyone admires through this campaign that honors that ‘something extra’ that they have.”
All three TV spots in the campaign were shot in one continuous take. Life, the sixty-second flagship spot, features seven heroes who represent the Corona Extra consumer walking through the street singing and playing the guitar. The upbeat song highlights the positive nature of Corona Extra and the unique Latino perspective on daily life: “We improvise in every situation imaginable; life doesn’t come with an instruction manual… Happy hours are unexpected, every toast makes us connected.”
The TV spots will air nationally beginning the week of March 26 on Univision, Telefutura, Telemundo, Azteca, ESPN Deportes, ESPN2, Discovery en Espanol and Estrella.