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CHICAGO -- Corona selected Cramer-Krasselt to handle its national creative and media advertising duties for Corona Extra and Corona Light, starting Jan. 1. Until now, the brand had used both Cramer-Krasselt and the Richards Group for its campaigns.
"The unification of this account at C-K brings the brand odyssey full circle," said Cramer-Krasslet CEO Peter Krivkovich. "We've always been proud of our role in the development of Corona's award-winning campaign -- from the iconic lime to the sand and sea imagery. Now, we can look forward to an enriched relationship with one of our longest-standing clients."
The selection corresponds with the creation of a joint venture between the Mexican brewer Grupo Modelo S.A. de C.V. and importer Constellation Brands Inc., the parent company to Corona's importer, Barton Brands. The new joint venture, named Crown Imports, was created to import and market Modelo's Mexican beers in the U.S.
"The key members of our account team have been working with us for more than a decade," said Tom McNichols, executive vice president and marketing director for Crown Imports. "In that time, they have managed the difficult task of keeping the creative fresh, but consistently thematic. It's a formula that has helped propel Corona to the position of the top imported beer, and we expect this relationship to bring us continued success."
Cramer-Krasselt has had a hand in the brand since 1991, when the agency's chief creative officer, Marshall Ross, assisted in the development of the original Corona strategy and campaign. In 1995, the agency's vice president and management supervisor, Renee Chez, began work on the brand.