Brands of Crown Imports LLC, Chicago, began new national multimedia advertising campaigns. Modelo Especial launched its campaign entitled “Descubre lo Especial” (“Discover What’s Special”) and Corona Extra released its “Refresca Como Somos” (“Refreshes How We Are”). “Especial” was created specifically for Hispanics in the United States, while “Refresca” is aimed at Hispanics ages 21-34 and is an evolution of the brand’s “Refresca Quienes Somos” (“Refreshes Who We Are”) campaign that launched last April. The new campaigns consists of 30-second TV ads, 60-second radio spots, out-of-home executions and digital efforts that will be featured across major networks and markets. The first TV spot aired nationally on ESPN Deportes, Fox Deportes, Univision, Telefutura, Galavision, Azteca and Telemundo. The TV ads will be supported by radio spots and an out-of-home campaign in key markets including Chicago, Dallas, Los Angeles and New York.
June 20, 2011