By Nat Ives Close Nat Ives Dec. 21, 2020 5:46 pm ET A series of headlines early in the coronavirus pandemic suggested that its many impacts could include damage to a beer brand with a suddenly awkward name.Marketing executives responsible for selling Corona didn’t shrug off the reports, according to John Alvarado, senior vice president for brand marketing at the beer division of Constellation Brands Inc. “By and large we were experiencing many of the same challenges as other marketers,” he said.
Newsletter Sign-up CMO Today CMO Today delivers the most important news of the day for media and marketing professionals. Some of the news coverage that suggested a hard year ahead for Corona cited research by data and analytics company YouGov PLC, which reported in February that consumer sentiment around the brand was deteriorating.
To navigate the year, Constellation Brands bolstered its regular efforts to monitor consumer sentiment and brand health for Corona, but found that few people were associating the brand with the virus that causes Covid-19, Mr. Alvarado said. It tailored some campaigns to the situation, altering its usual Cinco de Mayo marketing push to urge consumers to celebrate “Cinco at Home” and adding a live-stream benefit concert for the Restaurant Employee Relief Fund.It delayed a planned “Protect Our Beaches” campaign until 2021, but proceeded with a campaign to promote all the Corona brands, themed “La Vida Más Fina” and featuring entertainers Snoop Dogg and Bad Bunny.
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