A Mexican Take On Low Carb Light Beer
To carve out a new space for Corona Premier, we first looked at category leaders here in the US and around the world. In the US, light and low-carb beers face an uphill battle, with consumer perception of low carb beers as watered-down and low-quality. We looked to analogous “better-for-you” food and beverage to identify how more mature categories were effectively delivering similar low calorie, healthy messaging. We found that communications had evolved – it is no longer about “less,” it is about more. It’s what you gain by making a better choice, not what you give up. There is a sense that consumers can have it all – a product that fits their lifestyle without sacrificing flavor or taste. We took a page from the evolution of health food to develop a brand idea built from Corona’s masterbrand promise of Saber Vivir – a “carefree state of mind.” With Corona Premier, Saber Vivir isn’t a beach or a wild night out, it is the feeling you get from living a life that is uncomplicated and on your terms – where less really is more.
We knew from our work on other light beer brands, that men don’t want to feel like they are on a diet when drinking beer with their buddies. So we came up with the name “Premier” to fit with the respected Corona brand and reflect the premium nature of the product. As a word easy to understand and say in both Spanish and English, it tested well with both the brand’s key audiences – unacculturated and bi-cultural Hispanic consumers.