The betterment trend has been the primary driver of product innovation, and within beer the novel idea that a lighter and lower offering could enhance rather than detract from the quality of one’s experience was just taking shape. Constellation engaged Trinity to help launch its first brand extension in 29 years – Corona Premier – a brand that would deliver the refreshing taste and lifestyle of Corona, but with fewer calories and lower carbs – to fit seamlessly and satisfyingly into today’s consumer’s balanced-focused life.
Bringing the less truly is more philosophy to naming and design, Trinity leveraged the visual equities of the Corona Masterbrand while expanding the brand’s meaning through a name and a look that signals an elevated experience at once smooth, light and refreshing. Successful right out of the gate, and in less than 3 years reached almost 12MM cases, Corona Premier has become one of Constellation’s most powerful brands.
