Tag Archives: Corona

Why does the amount of Coke differ across bottles?

When I had a lunch at Buenos Aires, Argentina, I ordered four bottles of Coca Cola. Interestingly, bottle sizes differed and the amount of soda in each bottle looked different. I simply thought this was due to the Quality Control failure of the Coca Cola in Argentina.

After coming back from Buenos Aires to Seoul, I met an interesting case about Corona Beer. When this competitive Mexican beer was initially introduced to US in 1980s, American beer companies were concerned about the disruptive competitor. Budweiser soon noticed that, however, the amount of beer differed across bottles. Corona claimed that this reflected the Mexican spirit of leisure. Similar to what Corona did, Coca Cola may want to express its Argentinian spirit of leisure.

One of the most well-known reframing strategies in marketing is PAD (Pennies-a-day) strategy, the temporal reframing of a transaction from an aggregate expense to a series of small daily or ongoing expenses. According to Gourville (1998), it fosters the retrieval and consideration of small ongoing expenses as the standard of comparison, whereas an aggregate framing of that same transaction is shown to foster the retrieval and consideration of large infrequent expenses. This difference in retrieval influences subsequent transaction evaluation and compliance.

Gourville, J. T. (1998). Pennies-a-day: The effect of temporal reframing on transaction evaluation. Journal of Consumer Research24(4), 395-408.

To increase transaction compliance, marketers sometimes temporally reframe the cost of a product from an aggregate one-time expense to a series of small ongoing expenses, often in spite of the fact that the physical payments remain aggregated. This temporal reframing is identified in this article as the “pennies-a-day” (PAD) strategy. A two-step consumer decision-making process of (1) comparison retrieval and (2) transaction evaluation is posited to explain the effectiveness of this strategy. In a series of laboratory studies, general support for PAD effectiveness across a range of product categories and specific support for the proposed two-step model was found. The PAD framing of a target transaction is shown to systematically foster the retrieval and consideration of small ongoing expenses as the standard of comparison, whereas an aggregate framing of that same transaction is shown to foster the retrieval and consideration of large infrequent expenses. This difference in retrieval is shown to significantly influence subsequent transaction evaluation and compliance.

Commercial renewal project: Corona

 

 

The Corona brand is associated with relaxation and a temporary escape from stress. The original commercial attempts to show that through a man and a woman relaxing on an exotic, white sand beach somewhere in Mexico. The original ad does not seem to capture the product’s target market and fails to depict how everyday consumers can enjoy the product.

After watching the original commercial, we decided to change a couple of points. The cast that we included in our ad change attempts to better portray the profile of Corona’s target market. Not only do men account for over 80% of the product’s consumption, but Corona also attempts to target middle to high class males between the ages of 21-35 who lead professional or semi-professional lifestyles; we tried to capture this customer profile in our ad.

We also wanted to incorporate a sporting aspect into our ad because we think it’ll help us better communicate our message and better resonate with the product’s target market. Corona is associated with many sporting events, and can frequently be seen sponsoring events such as the US LPGA tour (golf), NASCAAR, and multiple soccer teams.

Finally, the scene of two coworkers playing basketball after a stressful day of work and relaxing on the bench while drinking a cold beer portrays the message that simply finding the time to relax with friends while drinking Corona can make you feel like you’re on vacation. We believe that most people will have a feeling of familiarity to a situation like this compared to relaxing on an exotic beach.

 

Written by Hyungjoon Kim, Dohoon Lee, Mina Cho, Padiya Edwardo, and Furusoba Michaela | Marketing Communication 2016 Fall | College of Business Administration, Kookmin University