Find your Beach?

 

Beer has always been seen as a method used to relax, or escape the reality we are in. It is not a product that causes its users hallucinations; it is however something that will make you feel better. Corona, along with every other beer company knows this, that is why their markets are so big. People want something that is both affordable and convenient, beer qualifies as this and so much more. This ad, for instance shows a couple of friends hanging out after a long day at the office, waiting for someone to join them. As the ad continues we see their final friend enter the scene following a crowd of busy, office people (who looked as stressed out as her). When she finally spots her friends, she escapes the crowd, excusing herself for not "being able to get away". In turn her friend holds out a beer for her and replies "You can now!" The simple idea of getting away from our problems is so appealing, that naturally anyone seeing this ad, who drinks beer of course, would want to feel the same way. What is more relaxing than a white sandy beach, staring at the crystal blue ocean; only hearing the seagulls in the background? No phones, no deadlines, no problems. 

Corona marketers launched this campaign because they knew how much they would profit from it. They even launched a Beach Break Application challenge, which entailed Corona consumers to leave their social medias behind and go out in search of their beach. Participants, in order to gain points and enter raffles, were not allowed to go on their social networking sites unless it was to upload pictures of themselves drinking Corona beer; thus finding their beaches. This little incentive of trying to win a reward in exchange for drinking beer actually appealed to people, thus increasing Corona's profits and popularity. Clearly when it comes to ways of earning money, marketers are open to doing anything. Beer marketers already have a huge consumer base, yet they are always to trying to find ways to attract more people. With each ad they come up with, they are not trying to reaffirm a customer's loyalty. Rather they are trying to win over those that are Budweiser, Miller Light , and Guinness beer consumers. Seeing this add, and learning about the reward challenge incentive did not appeal to me however, but that is partially because I don't like beer in general. Maybe I am being biased by assuming that anyone who drinks beer will fall for this campaign strategy. However I can assume that if profits and popularity for this beer are on the rise, than maybe there campaign strategy is paying off. After all who doesn't like the idea of going away without actually having to travel far.