Corona Talks Shop About Largest Retail Promo: Q&A

Corona has launched its largest retail promotion using unique codes placed on bottles and cans that are hidden in packages across the country. About 11,000 bottles and 1,000 cans of Corona Extra and Corona Light are included in the “Corona Beach Getaway” sweepstakes, more than five times the number for last year’s Corona “Win the Beach” promotion. (Read a case study of the campaign).

Kevin Kramnic, vice president of promotions, and Tom Willett, retail promotions manager for Corona parent Crown Imports, share their thoughts on the promotions.

PROMO: How does the “Beach Getaway” sweepstakes fit into the brand’s overall marketing program?
CORONA: Corona’s retail marketing objectives are to increase consumption occasions with our target consumers and win the core beer selling periods via more features, displays and ad activity. Corona Beach Getaway’s premise is designed to drive consumers to retail starting Memorial Day thru July 4 to purchase more Corona and Corona Light.

PROMO: What were the results from last year?
CORONA: Corona outperformed the beer industry during Memorial Day and July 4 in 2010. The Corona brand family generated a 228% sales lift when featured and displayed during last year’s promotion. "Corona Beach Getaway" 2010 generated a 5.4 point trend increase and awareness and purchase intent increased by 8% with our core 21-35 target. This promotion’s online campaign generated 538 million brand impressions

PROMO: What are your goals for the 2011 program?
CORONA: Increase Corona and Corona Light awareness, purchase intent and sales velocity and to gain retailer support in core off and on premise channels.

PROMO: How do you plan to use the consumer information you collect?
CORONA: We will analyze the consumers who enter this year’s promotion and channel them into sell-in for future promotions.

PROMO: Did you stay in touch with last year’s registrants? If so, how?
CORONA: The 2010 “Corona Beach Getaway” consumers will have access to photos taken during the trip, and we’ll utilize email to announce the launch of this year’s promotion to those who opted in to receive future brand news.

PROMO: How did retailers respond to a second run of the program? How many participated last year vs. this year?
CORONA: Our retailers responded very positively. We implemented a variety of new elements into this year’s promotion, which created new news and excitement with consumers, retailers and our wholesalers.

PROMO: What are your expectations this year?
CORONA: We’re optimistic that this promotion will help Corona and Corona Light continue to remain top of mind and popular with our target consumers and deliver a strong ROI.

PROMO: Do you get real-time reports?

CORONA: Yes, we can track consumer traffic to the promotional microsite, follow online and social media conversations around Corona and Corona Light and we can even track where consumers find and enter promotional bottle or can codes for a chance to win a trip to Mexico.

PROMO: Can you share any information on the budget for the program?

CORONA: We’ve increased our spend for 2011 vs. 2010, with a particular emphasis on national TV and social media.