Life's A Beach

 

Who doesn't love beaches? No, I said beaches, not...well, nevermind. Of course I'm talking about Corona and their "Find your beach" campaign. To me, it is brilliant. Beer commercials can be so monotonous and redundant, showing dudes in sports jerseys watching a game and chest-bumping because they are so manly and drink a manly beer. Well, what about the people that just enjoy their beer and use it (responsibly of course) to briefly get away from the stresses and pains in the ass that every day life seems to always throw at you? That's the image that Corona tries to pop their top and consume in the minds of the consumer. As a college student, I admit that maybe I do not have ALL of the stresses and worries that my elders do, but who can say that they don't enjoy popping open a Corona at the end of a long day and just unwinding? No one that I know.

 

I recently saw this commercial for Corona and I think that it makes my point perfectly. It shows the man sitting on the beach enjoying a Corona and looking at the blue ocean. Soon into the commercial, a stewardess on an airplane pushes her beverage cart up to the man while the shot is still showing the beach. When it quickly switches to showing the man sitting on the crowded airplane, you realize that the beach was just the man's imagination. The woman across the aisle also orders a Corona and joins the man on his "beach." This is a simple commercial but the message is strong and consistent with Corona's image. As a consumer watching the commercial, we automatically start to compare the feelings of sitting on a beautiful beach or sitting in a crowded airplane, and all of the hassles that go along with flying these days. I think it is obvious which place we would rather be, and Corona uses those real-life, everyday struggles and hassles that we have to go through to their advantage by providing us with an escape:  their beer. Also, a subtle difference that Corona provides that many consumers may not notice is that instead of the redundant and cliche saying, "Drink Responsibly," Corona puts a twist on it and makes it their own by urging its consumers to "Relax Responsibly." So relax, don't stress, slice some limes, and find your beach.