http://link.brightcove.com/services/player/bcpid1315793544?bctid=608222919001
What do you think of when you hear, see, taste, touch, or smell a Corona Extra? You probably think of a beautiful white beach on a perfect day, sharing an ice-cold bucket of Corona Extra with your significant other. Which is exactly what they would like you to see.
In their new tv ad, posted above, they've added a twist on the white beach scene and show people overlooking a city-scape, and snow-capped mountains, etc., while enjoying their Corona Extra. With the tag at the end saying, "Find your beach."
Without distinctly changing their message, Corona Extra exudes an environment upon you, one in which you have no responsibility, your daily stresses have been erased, and you've found relaxation.
Corono Extra means carefree. Corona Extra means unwinding. Corona Extra means relaxation.
The very sight of a Corona Extra, and you automatically want to take it easy and just have a (their!) beer. Corona wants you to immediately and instinctively draw an image of your life on vacation all the time. They are promoting a type of lifestyle branding that slowly percolates through you until you decide it's time to relax and have a Corona, whenever you see their ad.
It goes beyond just associating Corona with relaxation and verges on insinuating a lifestyle that one should live if they want to drink a Corona.
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