Situation: American consumers were increasingly seeking lighter, lower-calorie beers. Domestic light beers were experiencing rapid growth, reflecting a broader shift towards healthier lifestyles and calorie-conscious drinking.
Insight: Consumers wanted a healthier way to enjoy the refreshing taste and iconic experience of Corona.
Idea: Benefit from the strong brand association and marketing of Corona Extra—especially the “beach” lifestyle. Introduce Corona Light via a traditional campaign (no cell phones or internet allowed on the beach) that resonates with health-conscious beer drinkers and delivers the same recognizable Corona brand experience.
Results: Corona Light became the top-selling imported light beer in the U.S., holding the #1 position in its category and continues to do so today.
Role: Concept Development l Writer
