Cannes Lions

THE CORONA CALENDAR

TBWA\SINGAPORE / AB INBEV / 2013

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

The objective was to equip distributors with promotions and marketing tools that enable them to motivate outlets to stock Corona. The key challenge was, put simply, money. We could not afford to outspend our competitors or create a series of events throughout the year.

Execution

Coasters are mostly invisible in bars. Often, you’ll find a Heineken pint on a Hoegaarden coaster. The branding stopped mattering at some point in time and the only people who care about it are the distributors.

Not only does the Corona Calendar give the audience a good reason to crack a Corona and ‘Let the world wait’, it also gives the distributor 365 ideas to throw a party or run a promotion with Corona. Parties draw crowds. Crowds make money.

Outcome

The Corona Calendar has been enthusiastically received across the region. A total of 14 countries have adopted the idea and Corona has enjoyed an unprecedented 52.34% growth in sales in Q1 2013, compared to sales in Q1 2012. More importantly, engagement has increased dramatically and contact with distributors is now a daily occurrence rather than an occasional event. Now that’s a reason to crack a Corona.

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