Why is this work relevant for Brand Experience & Activation?

Corona launched the 1st flavored beer -FRESCA SEASALT & GUAVA to improve brand power and recruit females. It quickly became a phenomenon in Fujian and gained consistent positive social impacts. It’s truly a new product promotion and marketing campaign with great success in terms of creativity, strategy, execution and results.

Background

As a new trend in the beer market, flavored beer is rapidly gaining popularity among youngsters. Especially females, who always explore new products with unexpected taste and attractive packaging. However, as a well-established brand in Fujian China, Corona is faced with critical challenges of declining brand power and sales. We realized it would be a new opportunity for Corona. So we decided to ride the tide of flavored beer to further build the brand and attract females through a breakthrough flavored beer innovation.

Describe the creative idea (20% of vote)

We joined hands with Corona to implement the global concept of "NATURE IS FULL OF FLAVOR" and launched a 360 ° IMC campaign in China. After multiple rounds of consumer taste testing, Corona extracted from the brand DNA, the essence of the ocean -- sea salt. And combined it with tropical fruit guava to make a perfectly balanced liquid. A hint of salty meets the refreshing sweetness of guava. Packaged with Corona’s classic flint bottle with twist on the front design. It is still a Corona, but also the 1st Flavor beer ever launched by Corona: Fresca Seasalt & Guava.

Describe the strategy (20% of vote)

TA：25-35 mixed-gender, they are experience maximizes They enjoyed life and freedom. For them, outside is where they connect to their best side. So we develop authentic and aspirational creative contents to reach them. For the mass audience, we built the new product awareness based on the mother brand image through KV, TVC and trade experiential. For fans, we invited Denglun, the most popular Chinese celebrity to expand the social buzz. For the hardcore audience, we cooperated with the professional surfing KOLs to deliver the corona's beach lifestyle spirit.

Describe the execution (30% of vote)

1、AGGRESSIVE MEDIA INVESTMENT - Total digital impression：150 MIL （From 5/17-7/25） - Total OOH impression：247 MIL （From 5/17-7/25） 2、CONSISTENT SOCIAL ENGAGEMENT 200 MIL - 202 KOL/KOC SEEDING IN 小红书 - 48 KOL/KOC SEEDING in TIKTOK 3、ENGAGE WITH TRADE PARTNERS - One mega launch at XIAMEN - SIX City launch event at FUJIAN 4、STRONG TRADE EXECUTIONS - 6,164 trade execution

List the results (30% of vote)

The innovation successfully turned around Fujian brand power and grew 1.1, and helped grow brand key imageries “High Quality” and “Relax”. The sales volume increased by 7.2million, and the total impression increased by 450 million. Moreover, it efficiently engaged and attracted female consumers. Detail List： Brand power increases 1.1 (Fujian HI Q2 VS Q1) Brand premium increases 0.5 (Fujian HI Q2 VS Q1) Brand relaxation image increases 1.2 (Fujian HI Jul(R3M) VS May(R3M)) Brand high quality image increases 2.3 (Fujian HI Jul(R3M) VS May(R3M)) Top box consideration increases 9.6(Fujian females Q2 VS Q1) Spontaneous brand awareness increases 8.8(Fujian females Q2 VS Q1)