Corona Light, the number one imported light beer in the US, is debuting a new national marketing campaign that encourages consumers to trade-up from their brown bottle domestic light routine to a Corona Light for a refreshing change of pace. As Corona Light continues to strengthen its brand identity, the light beer brand is looking to increase its trial with consumers who are used to buying domestic light beers.
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As a long-time sponsor of the Cannes Film Festival, each spring Stella Artois launches a new activity dedicated to the major film event. Earlier this month, the lager brand offered its UK consumers an opportunity to watch a film online by entering a code from a promotional pack, and now it’s inviting its fans from around the globe to visit the virtual Stella Artois Cannes Cinema Club, which is “designed to support exceptional cinema, provide unique cinematic experiences and ultimately keep the sophistication and beauty of cinema alive.”
Milan’s internationally renowned week-long design fair last night hosted the unveiling of a crowd-sourced nightclub concept from Heineken. A yearlong design exploration project, created through the progressive minds of 19 emerging designers from across the globe, resulted in a prototype of a futuristic nightclub.
These days, Indio, CA is witnessing the 2012 Coachella Valley Music and Arts Festival, one of the biggest music events in the country, hosted for two consecutive weekends—in 2012, it is rolling out on April 13-15 and April 20-22. A huge number of attendees prefer to stay on the event’s campsite in the desert settings during these two weekends, and since such festivals just can’t do without chilled beer, people will need a safe and cold place to keep their bottles in. Heineken is addressing this problem by offering Coachella guests to keep their precious beer in the Heineken Cold Storage Room, which is like a real beer bank.
The beer brand Beck’s, which has been supporting independent creative talents for decades and has launched a number of initiatives dedicated to art, is going to present a new set of artistic bottles on the U.S. market in a month. The new limited-edition bottles, which are arriving in stores in early May, will features the works by American artists and will come as an addition to the great Art Label collection, which celebrated its 25th anniversary last year.
The biggest cinema fan in the beer family, Stella Artois in partnership with film platform MUBI is kicking off another project revolving around the cinematic theme, which comes as an addition to a range of similar initiatives launched in the previous years. The new project is not related to the Cannes Film Festival as might be expected (being the official sponsor of the event, each year the brand launches a campaign ahead of the festival, which is traditionally hosted in May), and is more like a spin-off of a successful initiative, launched by the brand in summer 2011.