How does a Mexican beer that adopted anglo iconography reconnect with an audience who knows it as a "classic, refreshing Mexican cerveza? Corona brought the Mexican beach vibe to America, but Mexican-Americans living here have much different associations with the brand,

Mexicans are proud of Corona. Like them, it's an import. And like them, it had ambitions to build something great in the USA. By becoming part of US pop culture, it's become a positive symbol of Mexican iconography here, but there are still so many parts of it's inherent "Mexicaness" that aren't known in the States that can be shown.

The "Refesca Quien Eres" campaign highlighted the unique nature of hispanics, which only get better with a Corona. We encouraged our drinkers to reconnect with who they are as hispanics with a uniquely Mexican icon, cheered on by the community of other hispanics.

The campaign extended to the product, as the classic "Familiar" bottle was launched with the campaign in the US. A larger, brown bottle that was meant to be shared with friends. The successul launch had double-digit increases in brand perception among US hispanics and set sales records for a 24 oz. package.