Millennial – and GenZ – consumers are experiential and always on the search for new flavors and new ways to enjoy their beverages. Constellation Brands saw the opportunity to extend the powerful Corona portfolio to meet these flavor seekers through a new line of Mexican-inspired-flavored malt beverages. They tapped Trinity to help create Corona Refresca, a light, refreshing, flavorful sub-brand that expanded the meaning of the Corona brand and broke new ground in the FMB category.
Trinity brought the new brand’s flavorful refreshment to life through naming and design, separating Refresca from existing negative perceptions of FMBs as overly sweet or artificial tasting. We carefully balanced Corona equities with the category drivers to deliver on taste promise and ensure consumers understood this was not a flavored Corona. Refresca has delivered incremental growth to Constellation and to the entire FMB category, with a Hispanic index of 205.