Cinco de Mayo is just around the corner and the Modelo Brands are ready to take the lead during this Mexican holiday. Corona Extra, Corona Light and Modelo Especial will each have fun and festive retail promotions that encourage consumers to celebrate authentically and deliver more dollars to retailers to ensure they kick off the summer selling season with a bang.
For Corona, the “Corona de Mayo” promotion, which runs through May 5 features new point-of-sale materials designed to remind consumers that Cinco de Mayo is the first fiesta of the year and the official start of summer.
For the off-premise, point-of-sale items feature high-impact, fiesta-themed displays showcasing the Corona de Mayo Summer’s First Fiesta message designed specifically for each channel to trigger purchase across the shopping journey. POS includes an eye-catching mass display, Cinco bottle standup, pennant strings, base wrap, piñatas, floor decals and more to make sure that Corona dominates at the point of purchase.
For on-premise accounts, the key to the Corona de Mayo is encouraging consumers to participate in Cinco festivities. Leading up to and during the week of Cinco, accounts can feature Corona 12-ounce bottle and bucket specials (where legal), decorate with colorful piñatas and provide bottle ponchos and sombrero bottle openers as giveaways to help put customers in the fiesta mood. Using a “Cinco Amigos” or “Dancers” cut-out standee, consumers can commemorate the party with photos of themselves with their friends having the ultimate fiesta. New and unique POS for on-premise also includes Cinco countdown clocks and heat-sensitive table tents that tell consumers how ready they are for summer.
Corona and Corona Light will also partner in the off-premise from April 1 through May 5 with Sauza Tequila, Wholly Guacamole, Herdez, Frank’s Red Hot, Snyder’s, La Costeña and Mahatma to help deliver higher register rings and higher margins for retailers. IRCs and MIRs (where legal) will be offered with the combined purchase of partner products and Corona/Corona Light 12-pack or larger.
Modelo Especial is getting in on the Cinco action as well with the “Celebremos Cinco de Mayo” retail promotion. Premium, bilingual point-of-sale items blend a fresh modern look with traditional Mexican themes that showcase Modelo’s high-end, imported status. For the off-premise, multiple flexible display options help get Modelo on the floor no matter the type or size of the account. All-new mass displays, as well as pole toppers, pennants, base wrap, danglers, cooler door kits and display cards are available to keep Modelo Especial top-of-mind for consumers.
For the on-premise, accounts will have all the tools they need to elevate their fiestas, including interactive mariachi trumpet and guitar coasters, pint sleeves and beer bottle mustaches.
“Cinco de Mayo is the second largest selling period for Corona and it presents an excellent opportunity for the Modelo Brands to help retailers increase sales and profits and gain momentum moving into the summer selling season,” says Kevin Kramnic, vice president of promotional marketing for Crown Imports. “Our proven sales record and unique point-of-sale materials demonstrate to the retailer why they should select Corona Extra, Corona Light and Modelo Especial for the number one display locations, additional shelf space, features and ads as well as new distribution, to fully leverage the strength of our portfolio during Cinco.”