An article this week on Bussiness Insider by Ashley Lutz entitled A horrible-tasting Mexican beer is so popular there’s now a shortage in America intrigues us to think that American customers are going crazy! How can we drink so much of a beer that taste so bad? Later on the article she brings experts that reveal ‘the magical trick’: marketing.
That’s quite right. I would say something slightly different: branding! Corona builded slow over the years its brand core as the relaxing beer. Find your beach. Have a Corona. Silent and relaxed commercials on the sand. Chill out! Have a Corona.
Is that enough for us to be still happily drinking this awful beer over the years? I don’t think so. It helped a lot, but building a brand is more than just your conventional marketing, even your remarkable and brilliant award-winning ads.
Corona is focused! No Clydesdale, no dogs, no girls, no dudes, no campaign this and no campaign that. Consistency! The message was consistent. All the time!
That’s how Corona did it. And more. But, and there’s a big but in here (no puns intended): there’s something Corona wants to do it that will jeopardize it all!
First of all, Corona is a Mexican beer. And that’s something very important implied in here. Corona’s Mexico is the coolest kind of Mexico. The glam and relaxing Mexico. The Cancun, paradise beaches Mexico. Corona’s Mexico that brings us the amazing food and the prestigious and desirable Mexican sodas. You know how popular they are. Corona executives seem to be not aware of that because (of course) they’re are planning to open a plant in California! Ah what!? Ok, it’s going to solve your shelf problem, but you don’t realize here, that you’re killing Corona’s spirit. Corona is original. It’s not Sol. It’s the one and only. But all of a sudden, Corona wants to become domestic?
And how about those cans? Another way for customers to have it? Easier? More convenient? Lighter to transport? Oh wait! How about the release of a big can? Or put in 12, 18, 20, 24 and 30-can boxes, you geniuses?
Corona’s management is following the exact path all the traditional breweries in America did! Ask how these beers are doing? Not that good. The sales are declining. Year after year.
If Corona wants to think leadership, long-term profit and maybe, surviving, Corona should keep it cool! Do exactly what your brand is known for. Keep it cool! You don’t need new plants or put your been in cans. You know why? People want exactly that bottle. If it’s more difficult to get it, they will want it more! Mexican, cool, transparent… with a lime wedge on the top and some salt on the rim. That’s the Corona experience. Experience. Who cares about the beer?
