Since car accidents and other traumatic consequences related to drunken nights are as effective in ad campaigns as a picture of diseased lungs on a cigarette box, the Corona Beer 2011 campaign is taking another route. Instead of focusing on the physical, it focuses on the emotional as stated in their slogan, 'Drink responsibly. Or you'll regret what you said last night.'
This phrase is cleverly illustrated by three regretful statements involving confessions of ballet lessons, love life slips and awkward work moments. The Corona Beer 2011 ad campaign was created by JWT in Madrid, Spain.
It was art directed by Juan García-Escudero and copy written by Jaime Chávarri. Unfortunately, the talented photographer behind the Corona Beer 2011 ad campaign is currently unknown.
Key Themes Behind This Trend
- Emotional Marketing
- Opportunity for brands to leverage emotional connections with their audience in ad campaigns.
- Responsible Drinking
- Opportunity to promote responsible drinking and reduce the negative consequences of alcohol abuse in ad campaigns.
- Authenticity in Advertising
- Opportunity for brands to be honest and genuine in their messaging, connecting with consumers on a deeper level.
Where This Applies
- Alcoholic Beverages
- The alcohol industry can leverage these trends to promote responsible drinking and build stronger connections with consumers.
- Advertising and Marketing
- The advertising and marketing industry can embrace emotional marketing and authenticity to create more impactful campaigns.
- Photography and Creative Services
- Photographers and creative professionals can explore the trend of emotional marketing to create compelling visuals for ad campaigns.
