Corona will push its new Refresca drink nationally
Posted in: Uncategorized
Coronawhich tiptoed into the flavored malt beverage market last year with Corona Refrescais about to dive in head-first. After testing the so-called “premium spiked refresher” in a handful of cities, Refresca will go national staring in May. The push will be backed with national ads. The campaign, by WPP’s Cavalry, plugs the fruity drink as “the taste of the tropics.” Flavors include passionfruit lime, guava lime and coconut lime.
The investment is part of an emerging strategy by Corona owner Constellation Brands to wring more growth from its flagship beer brand, Corona Extra, with new varieties. Refresca’s launch comes after the 2018 national debut of Corona Premier, a lower-calorie version of Extra.
Premier, whose ads are also handled by Cavalry, targets health-conscious drinkers, following in the footsteps of Anheuser-Busch InBev’s hot selling low-cal Michelob Ultra brand. Refresca, meantime, is aimed at people who don’t like beer, says John Alvarado, senior VP-brand marketing for Constellation Brands’ beer division.
Post a Comment