Corona Extra, brewed, marketed and supplied by Constellation Brands' Beer Division in the United States, kicked off its first-ever bilingual and multicultural summer campaign on May 6 with the launch of “Fill Your Summer.” The 360-degree marketing initiative aims to solidify the brand’s place as the go-to beer for summer by focusing on a single idea that is relevant to both Hispanic and general market consumers: the idea that Corona turns an ordinary summer moment into something extra, according to the brand.

Each week of summer, the brand will promote uniquely Corona summer activities and experiences for consumers to participate in, and it will give fans the chance to win weekly prizes, including trips tied to those summer moments. Special-edition bilingual packaging, which is available in total market and Hispanic accounts, will highlight the “Fill Your Summer” campaign at retail and feature in-pack codes that can be entered on to win prizes. In addition, fans can text entry codes found on promotional signage in bars and restaurants and participate in weekly photo contests through the promotion’s photo gallery for additional chances to win.

To promote the campaign, Corona has increased its national TV and video media investments by 29 percent. As a result, it has created two new TV ads; achieved media presence in several high-profile properties and programs in TV and digital video, including the NBA playoffs and a World Cup TV and digital sponsorship with Univision; and features a digital and national radio promotion, which all point consumers of legal drinking age to the campaign’s website. In addition, the brand has partnered with many digital properties, including Urban Daddy, Batanga, Facebook, Manero and ESPN to help create and promote interactive ad units, custom content, and summer event sponsorships surrounding summer activities such as dining, nightlife, sports and music.

Corona also is bringing back its stainless steel Corona coolers, which will be used in the campaign’s point-of-sale offerings, and in all digital and social touch points with the brand. Consumers also will be able to purchase the cooler, complete with “Fill Your Summer” badges representing each week of the engagement online.

On-premise, the brand will host promotions in patio bars in its largest markets where brand ambassadors will help bring the summer state of mind to life, the brand says.