15 February, 2006

USA: Beverage importer Gambrinus will promote Mexican Beer Corona

Mexican beer Corona, famous for being served with a wedge of lime jammed in the top, will launch a 15-second TV spot and a 60-second radio ad in March to boost sales of the brew in the run-up to St. Patrick's Day, the beverage importer Gambrinus Co. said on February 14, according to BrandWeek News.

The images on TV and in retail outlets show a wedge of lime carved into the shape of a shamrock. The TV spot, created by independent agency Cramer-Krasselt in Chicago, will air nationally, and the radio ad, created by independent shop The Richards Group in Dallas, will run in 40 markets.

Gambrinus will also promote its Modelo Especial brand through a calendar and sweepstakes offer with Stuff magazine through late March and April. The Modelo Especial calendar will be available in the March issue of the magazine, the company said.

Gambrinus reported all Modelo brand sales increased more than 12% in 2005 and were up 27% in January 2006 over the same month last year. The company imports Modelo's Corona Extra, Corona Light, Coronita Extra, Modelo Especial, Negra Modelo and Pacifico Clara beers to 25 states, the District of Columbia and the Caribbean. The independent Richards Group of Dallas handles Corona advertising.

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