In my agency days, I was lucky to work on Corona’s ad account for 2½ years. I’m especially proud of the research we did that led to Corona’s “Find Your Beach” campaign.
In 2009, a variety of factors were motivating the clients & my agency to take a hard look at the legacy campaign. The brand was healthy, but its base was aging and sales were hurting. Data showed we needed to resonate better with twentysomething guys. A multi-city qualitative research project was organized to learn more about our target and where Corona fit in their lives.
Quantitative research makes you smarter, and qualitative research makes you more articulate. Conversing with real consumers helps strategists channel a target market when they’re writing briefs or answering questions. I have fond memories of this particular project because it not only helped shine a light on where disconnects were happening, but also where we could dare to take the brand. Namely, off the beach.
We took a handful of solid insights into the creative briefing, including The Smoke Break (pictured above). The target’s main beer drinking occasions were crowded, noisy, and delightfully riotous. However, welcome breaks from the chaos existed, moments our target stepped away from the action (e.g. to step outside and have a cigarette). These moments were calm. They were quiet. They were chill (figuratively and literally). They were occasions to pause... and have genuine conversations with close friends or colleagues. Moments like this were an untapped sweet spot for Corona, and gave the agency fertile territory to explore for years to come. “Finding your beach”-- and drinking a Corona-- didn’t have to be relegated to the daytime, or summer, or a Jimmy Buffet concert. It could be a lot of unexpected times and places.
The early Find Your Beach work turned around four years of consistent sales declines, resulting in double digit growth (15.3%). The brand continues to leverage "Find Your Beach" in various channels to this day.
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