USA: Corona Beer consolidates advertising with US fourth-largest independent agency Cramer-Krasselt
A new relationship is brewing between Corona beer and Cramer-Krasselt (C-K). Until now, the national creative and media buying has been shared with the Richards Group, but on January 1st, 2007 C-K assumes all national duties for Corona Extra and Corona Light, the country's top-selling imported beer and imported light beer, Cramer-Krasselt PRNewswire learned October 17 from a Cramer-Krasselt press release.
The win coincides with the creation of a joint venture between Mexican brewer Grupo Modelo, S.A. de C.V. and importer Constellation Brands, Inc., parent company to Corona importer Barton Brands. The new joint venture, Crown Imports, was created for the purpose of importing and marketing Modelo's Mexican beer portfolio in the United States.
C-K has a long history with the brand; the agency's Chief Creative Officer, Marshall Ross, has been working on it since 1991, and helped develop the original Corona strategy and campaign. C-K's Vice President/Management Supervisor Renee Chez began working on the brand in 1995.
"The key members of our account team have been working with us for more than a decade," says Tom McNichols, executive vice president and marketing director for Crown Imports. "In that time, they have managed the difficult task of keeping the creative fresh, but consistently thematic. It's a formula that has helped propel Corona to the position of the top imported beer, and we expect this relationship to bring us continued success."
"The unification of this account at C-K brings the brand odyssey full circle," says C-K's Chief Executive Officer Peter Krivkovich. "We've always been proud of our role in the development of Corona's award-winning campaign -- from the iconic lime to the sand and sea imagery. Now, we can look forward to an enriched relationship with one of our longest-standing clients."
About Constellation Brands
Constellation Brands, Inc. is a leading international producer and marketer of beverage alcohol brands with a broad portfolio across the wine, spirits and imported beer categories. Well-known brands in Constellation's portfolio include: Almaden, Arbor Mist, Vendange, Woodbridge by Robert Mondavi, Hardys, Goundrey, Nobilo, Kim Crawford, Alice White, Ruffino, Kumala, Robert Mondavi Private Selection, Rex Goliath, Toasted Head, Blackstone, Ravenswood, Estancia, Franciscan Oakville Estate, Inniskillin, Jackson-Triggs, Simi, Robert Mondavi Winery, Stowells, Blackthorn, Black Velvet, Mr. Boston, Fleischmann's, Paul Masson Grande Amber Brandy, Chi-Chi's, 99 Schnapps, Ridgemont Reserve 1792, Effen Vodka, Corona Extra, Corona Light, Pacifico, Modelo Especial, Negra Modelo, St. Pauli Girl, Tsingtao.
About Cramer-Krasselt
Rapidly growing Cramer-Krasselt is the fourth-largest independent agency in the United States, with billings exceeding $642 million in 2005. Several major new business wins have contributed to a 25 percent growth rate in 2006, catapulting annual billings to nearly $800 million. Frequently featured for its creativity, the agency is headquartered in Chicago, with offices in New York, Milwaukee and Phoenix. The agency is on a creative winning streak this year that has notched two Gold and one silver Effie, two Bronze Lions, the 2005 Athena campaign of the year, recognition as one of three finalists for the O'Toole Award and the ADWEEK BUZZ Award lauding CareerBuilder.com's viral Monk-e-Mail campaign as the Best Overall "Buzz" Campaign of the Year. C-K's client list is representative of major brands across virtually every industry. They include: AirTran Airways, CareerBuilder.com, Cellular South, Corona Beer, EFFEN Vodka, H. J. Heinz Co., Hyatt Hotels, KeyBank Corp., Master Lock, R.H. Donnelley, Spice Islands, Ski-Doo, Takeda Pharmaceuticals' Rozerem, WellCare Health Plans and [yellow tail] wine. Cramer-Krasselt's public relations subsidiary, CKPR, is ranked among the nation's top 15 agencies.
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