Corona Branding in Berlin

Description:

On Sunday, May 31 thousands of Berlin residents took to the streets in the heart of the city for the annual cultural festival. The festival celebrated the cultural diversity of the city and its ethnic minority inhabitants. Groups on the floats included Peruvians, Mexicans and more. The parade spread several miles with more than 100 floats and marching groups. Each had its own personality with many featuring dancers, music and more. Throughout the celebration, groups passed out flyers, information and samples. Brands took advantage of the festival as sponsors including Corona beer, who placed itself at the end of the parade with a creative form of non-traditional advertising. Although German beer is a cultural staple, especially in Berlin, it is evident that Corona has attempted to increase its market share abroad by participating in guerilla marketing and events sponsorships. Coronas involvement in the parade included a large float full of dancing young people and its recognizable color: yellow. They also had a large blow-up Corona bottle capped off with a lime. Guests of the parade could purchase beers from the Corona street vendors set up around the float as promotional brand representatives handed out giveaways such as key chains, bracelets and more all branded with the Corona logo. It is important to note that all beers purchased included a squeezed lime, an important characteristic of the Corona experience.

Why I selected it:

I was surprised to see Corona so prominently featured in a cultural festival in Berlin. I was under the impression that Germans hated other beers and took great pride in their offerings. However, as an avid fan of Corona beer I am fully aware of the Corona experience. The brand image of Corona is that of being a free spirit and celebrating beach-loving fun. The Corona beer is iconic for good times and its brand identity is cemented by its clear bottle and Spanish-language text on the bottle. Corona is a Mexican beer brand of a “pale lager” and it’s available in over 150 countries. (http://en.wikipedia.org/wiki/Corona_(beer)) I was fascinated by its Berlin branding campaign through such diverse media. Using one of Berlin’s biggest events was smart to reach a large percentage of their target market.

Analysis:

In the United States, Corona also uses sponsorships as a main tactic of their integrated marketing campaigns (IMC). However, they also use commercials. In Germany, however, their campaigns differ slightly. In December 2008, Corona launched the “Save the Beach” campaign in several metropolitan cities including Berlin. (http://popsop.com/4899) They launched a mini-site that supported this campaign. I am under the impression that this promotional sponsorship of the cultural festival was not part of a larger campaign, but an efficient way to promote the brand. Tourists were also a large part of the festival as residents of other European countries travel to Berlin to attend the parade. Corona’s large presence was an important tool in furthering their brand image. Everything about their float, tent, giveaways and more was in line with Corona’s brand identity. Additionally, Corona has been able to standardize their brand by staying consistent with their message. No matter where you go, Corona’s logo, colors and products are the same.

Key Points:

• Corona beer participated as an event sponsor and major presence in Berlin’s annual cultural festival and parade.
• Corona has maintained a standardized brand identity that has positioned itself as a global beer brand, even in Berlin, Germany.
• Corona beer was successful in using diverse media in a non-traditional way by giving away promotional items and creating a Corona atmosphere at the event.



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