News

New Corona promotion offers ‘Passport to Paradise’

5th July 2017

AB InBev is supporting customers this summer with its first pan-European promotional campaign for beer brand Corona offering consumers the chance to experience the trip of a lifetime.

The new campaign aims to drive incremental sales by engaging consumers; inspiring and enabling people to live the spirit of summer, and enjoy a 'taste of paradise'.

Passport to Paradise sees the return of the Corona Cubo sharing bucket, with units made available to on-trade customers across the UK this summer.

Each promotional Cubo purchased will be served with a ‘luggage tag’, made available to existing and new customers, sending consumers to the campaign microsite.

By uploading images to www.coronaextra.co.uk, Corona fans can enter prize draws to win a holiday for them and a friend to exotic destinations, including South Africa, Dubai, Columbia and Italy. The brand has partnered with Lonely Planet to host and share links to destination guides on each location.

The fully integrated campaign for Corona will be boosted by a significant marketing investment over the summer period, including social media promotion, out-of-home and cinema advertising, and experiential, all utilising the hashtag #thisisliving.

As part of its experiential activity, Corona will have presence at the London Bridge Summer Festival from the 1st June to 31st August. The Corona Riverside Bar, situated on the journey into the festival.

Further supporting the activity in the on-trade, helping customers maximise on sales opportunities associated with Corona, Boost your Business toolkits, offering supporting point of consumption material, are available to participating outlets, and additional merchandise giveaways offered alongside filled Corona Cubos; this will take the form of limited addition branded summer bags.

Finally, a competition will be offered exclusively to bar staff, so that they too can join the experience this summer and win a range of prizes, including a team night out on Corona, or Corona cooler boxes and packs.

To enter, staff must collect Corona Crown Corks and place them in the original collection box provided. Once the venue has filled the collection box, a designated person from the participating bar venue should visit www.coronaextra.co.uk/paradise and enter the information required.

This summer will also see epic festival experiences across the UK, helping to drive visibility and rate of sale. Corona will have presence and sponsorship at three key music festivals: Boardmasters, Lovebox and Citadel. Now in its fourth year, and after a hugely successful sold-out 2016 event, the Corona SunSets Festival is also returning to London this summer.

Aina Fuller, Marketing Manager Corona UK, commented: “Corona has become synonymous with summer. Not only is it the UK’s number one selling sunshine beer, but it is also seen by consumers as a premium beer worth paying that little bit more for as the perfect accompaniment to social gatherings.

"We are really excited to bring back the Corona Cubos this summer, which have been shown to drive a sales uplift of 14 per cent in activating POCs. Corona is a must stock for all pubs and bars at this time of year, so we hope this promotion will drum up even more excitement in the brand and further increase rate of sale throughout the country this summer.”

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