Corona: Global Brand Strategy Capturing the brand essence of a leading beer

  • Context

  • Grupo Modelo asked FITCH to articulate a global brand position that could remain relevant to local markets around the world. Eight countries, one hundred interviews and ten Global Truths later, FITCH developed a global brand strategy for Corona that was brought to life through a research report, a travel journal and a comprehensive internal brand guidelines kit.

  • Challenge

  • There is no beer in the world quite like Corona. With its iconic logo and unmistakable bottle, Corona is one of the world’s most recognized brands.

    The Corona brand had generally grown organically, rather than deliberately, over the years. Grupo Modelo, Corona’s parent company, came to FITCH wanting to capture, define, and clearly articulate on paper the Corona brand essence.

  • Solution

  • FITCH embarked on a global research initiative to discover what perceptions people had of Corona and to audit the visual treatment of the brand on a local scale. Tapping into how and when consumers most often enjoy the beverage was critical to unifying what Corona meant to a global audience.

    We subsequently developed a global brand strategy for Corona that was brought to life through a research report, a travel journal, and a comprehensive brand guidelines kit.

    With its newly articulated strategic focus and visual consistency, Corona has the ability to reach a broader audience as well as to continually deliver to its loyal core a consistent Corona experience that makes it one of the leading beverage brands in the world.

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