With this English-Spanish Corona commercial, the great Constellation Brands is able to speak to a broad demographic of millennial consumers without creating more than one distinctive campaign. The company is always working to connect with a general base of customers, as well as a Hispanic audience, and this television advertisement demonstrates the convergence of their recent strategies.
Consistent with a digital platform launched concurrently, this ad features quite young adults, many with the look of Latin American heritage. The 30-second video documents them as they hang out together casually, as they play on the beach, as they party and as they attend concerts. The story is universally appealing. The only difference between the Corona commercials by Cramer-Krasselt and La Comunidad are the voice-overs. It's demonstrated that a campaign can successfully address English and Spanish markets by rather efficient means.
Cross-Cultural Beer Campaigns
An English-Spanish Corona Commercial Communicates Across Continents
Trend Themes
1. Multicultural Marketing - Brands should focus on multicultural marketing to appeal to a broad demographic of consumers and unite different cultures through campaigns.
2. Bilingual Advertising - Companies can utilize bilingual advertising to effectively communicate with both English and Spanish-speaking consumers and create cohesive campaigns.
3. Cross-platform Campaigns - Creating campaigns that are consistent across different platforms, such as TV and digital, can ensure that a brand's message reaches a wider audience and strengthens their overall marketing strategy.
Industry Implications
1. Beverage Industry - The beverage industry can benefit from multicultural marketing to reach a diverse consumer base and gain a competitive advantage.
2. Advertising Industry - The advertising industry can develop bilingual advertising campaigns to appeal to English and Spanish-speaking consumers and drive campaign success.
3. Digital Marketing Industry - Digital marketing agencies can assist brands in creating cross-platform campaigns to improve their marketing efforts and increase their return on investment.