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    Corona Light Urges Consumers to Break Brown Bottle Rut

    The new marketing campaign attempts to lure adult beverage consumers away from domestic light beers.

    CHICAGO -- Corona Light's new marketing campaign is asking adult beverage consumers to think outside the brown bottle.

    The imported beer continues to strengthen its brand identity and is launching the strategy to increase its trial with consumers who are used to buying domestic light beers.

    "We wanted to explore the concept of how trading-up on your beer can alter the course of your entire night," said Jim Sabia, chief marketing officer, Crown Imports. "Our campaign takes aim at the post-college, day-to-day rut that many people find themselves falling into by offering a refreshing Corona Light as the way to break free from the monotony."

    Corona Light's new campaign consists of two television spots, which hit the national stage at the end of April. Ad agency Goodby Silverstein & Partners, production company The Directors Bureau and director Mike Mills collaborated to capture the post-college rut with the new Corona Light TV ads.

    In addition, a customizable "Rut Buster!" Facebook application will launch in June. The application lets users create, customize and share a "Rut Buster!" video montage with Facebook friends who are in danger of falling into one of their own.

    "Corona Light is a unique and special brand in a sea of brown-bottled light beer. The challenge was to create a campaign that delivered on that uniqueness, and pushed people out of their domestic light beer-drinking routines," added Jamie Barrett, creative director/partner of ad agency Goodby Silverstein & Partners. "

     

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