Corona: Find Your Beach...Wherever That May Be

I'm a huge fan of Corona first of all, so I may be a little biased towards this brand but I absolutely love what Corona has done with their advertisements especially with their new punch line: find your beach. The problem that Corona has encountered before these commercials is that they have to constantly compete with all the other beer brands like: Bud Light, Coors Light, Heineken, and Dos Equis to name a few. All of those commercials bring something unique but mainly they're all humorous commercials. Corona has gone a different route which I like because it is really setting them away from the norm of beer commercials. They had to compete somehow with all these other brands and they're doing just fine with these beachy commercials. Everyone loves to think about drinking a nice cold beer in front of the ocean. It's just a pleasant thought to think about and it kind of puts people in a "happy place" thinking about that. I know I love drinking a beer on the beach. Corona's objective, I feel, is to make themselves more competitive with Bud and Coors etc...and I feel like they have by using these "beach" commercials. They are way different than the Bud and Coors commercials so it strikes a different nerve within the consumer's mind. Their brand positioning is much different which needs to happen because Bud Light has dominated the humor aspect of a beer commercial. Their target audience is obviously beer drinkers but not the party animal, sport watching type. They're going after the more sophisticated, business side of people where they may be traveling on business and they just need a Corona to bring them to "their beach" to relax and not to a huge sporting event where it's loud and surrounded by obnoxious drunks. I feel their SMP (single-minded proposition) is "find your beach". But what exactly does that mean? I think it doesn't necessarily mean drink a Corona and you'll feel like you're on a beach. It really means, what is equivalent in your mind as a beach is in the mind of those in the commercial. Maybe your beach is watching a movie with your significant other or reading a book with a Corona in hand. The bottom line is that Corona is saying that a Corona can take you to your happy place wherever that may be. To me, a beer on a beach is perfect and I love what they did with this advertisement.