Seeking its first foray into the flavored malt beverage category, Constellation launched Corona Refresca, a cocktail-inspired, tropical spiked refresher.
From a communication perspective, one of the brand’s greatest challenges was leveraging Corona equity without misleading consumer’s to believe it was a beer. After all, the product targeted women 25-29.
It’s retail and social activation successfully broke through the clutter by shattering Facebook’s North American and CPG awareness benchmarks.
Note: Cross-channel creative was developed for digital/social and retail. A couple examples featured for reference.