Crown Evolves Corona Campaign

Dear Client: "Brands don't have life cycles, brand managers do." So said Crown Imports evp marketing Jim Sabia at Crown's distributor sales meeting in Carlsbad, CA last week. Crown chief Bill Hackett and others acknowledged that it's been a tough year for Corona, and "we are not satisfied with these results." But Jim also pointed out that Corona trends have improved in the most recent months, and "purchase intent and brand preference is improving," particularly among 21 to 29 year