To promote Corona Extra's spring campaign, "Find your beach," Modelo Molson Imports has create nine Collector's Edition bottle designs, each one a collage of relaxation related imagery such as mountains, lakes, beaches and cottage country.
The objective of the campaign is to help consumers find their happy place, wherever and whatever that may be. The limited-edition designs, from Toronto studio Shikatani Lacroix, reflect Corona's personality as an approachable, confident, smart, timeless, easy going and fun loving premium-quality brand.
"The goals of the packaging design were to increase visibility at retail, drive the intent to purchase and create wow," says Shikatani Lacroix president Jean-Pierre Lacroix. "And it worked. The brightly colored bottles are generating a lot of curiosity and appeal."The new designs also elevate Corona above the crowd of "me too" beer brands that are flooding the market.
The colorful images are shrink wrapped on the glass bottles. Since the neck of the bottle is all that is visible in the 6-pack carrier, creative design elements were added to the carrier and to the neck of the bottles to help add excitement and interest.
The packaging design has been so well received it has already won a 2011 PAC Packaging Competition Award.
Source: Shikatani Lacroix Design Inc.