The danger of launching a light beer is that your core brand will suffer. Your core users adopt a new (and potentially better) product and as you see one brand rise, another suffers. Corona had built an entire business on refreshing, relaxing beach moments, so how do we launch an even more refreshing alternative?

While nothing refreshes you at the beach like an icy cold Corona, we wanted Corona Extra to own a different occasion, while bringing in the assets of the original brand. So while Corona let you relax at the beach, Corona Light refreshed your party spirit after the sun went down and you were out making new friends and memories.

The "It Only Gets Better" campaign highlights the endless potential of when you combine the chill Corona beach vibe with the energy and potenital of a great night out.

Launched Corona Light as the natural extension of your beach day into beach night, driving incremental consumption without stealing from Corona Extra's core occasions.