Crown Imports Names La Comunidad as Agency of Record for Hispanic Communications for Its Corona Extra and Modelo Especial Brands
Crown Imports Names La Comunidad As Agency Of Record For Hispanic Communications For Its Corona Extra And Modelo Especial Brands. (PRNewsFoto/Crown Imports)
CHICAGO, IL UNITED STATES
CHICAGO, July 14 /PRNewswire/ -- Crown Imports announced that it has named La Comunidad, a global independent agency based in Miami, as its Hispanic agency of record for Corona Extra and Modelo Especial. The agency will lead all strategic planning, creative development and production for the brands.
La Comunidad was selected after an expansive formal national agency review process that included strategic and creative proposals. Jim Sabia, executive vice president of marketing for Crown Imports, credits La Comunidad's win to the agency's breadth of insight-driven creative ideas across multiple media platforms.
"We were looking for an agency partner that has successfully managed major consumer brands, and also demonstrated expertise on how to leverage consumer insights into integrated communications platforms," said Sabia. "La Comunidad showed great depth in their strategic thinking and creative vision, plus the fact that this team is made up of a unique combination of talented executives that we feel can become true partners in the growth of our business."
"We're ready to drive these powerful brands forward to new growth opportunities and work hand in hand with the Crown team," said Antoinette Zel, president of La Comunidad Miami, "Plus, this is an important win for our agency because it feels like a natural fit."
"The Hispanic consumer for Corona Extra and Modelo Especial represents an important segment of our business for these brands, and we look forward to partnering with La Comunidad as well as increasing our marketing support on these brands to grow this important consumer base," added Sabia.
Corona Extra is the #1 imported beer in the U.S. market and #6 beer brand overall selling more than 100 million cases annually. Modelo Especial, the #3 import with sales of more than 25 million cases per year, grew at more than 10% last year.
About Crown Imports LLC:
Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the entire U.S. The Modelo portfolio includes Corona Extra, the #1 imported beer in the U.S. and #6 beer overall, Corona Light, Modelo Especial, Negra Modelo and Pacifico beer brands. Crown also imports the St. Pauli Girl and Tsingtao beer brands in the U.S. For more information, visit www.crownimportsllc.com. Crown Imports is a 50-50 joint venture between Grupo Modelo, S.A. de C.V. (MX: GMODELOC), Mexico's leading company in the brewing, distribution and sale of beer, and Constellation Brands, Inc. (NYSE: STZ, ASX: CBR), a leading international beverage alcohol producer, importer and marketer.
About La Comunidad:
Founded in 2001, La Comunidad is a global, independent agency known for excellence in multi-platform advertising and for innovative communications on multinational brands. La Comunidad has three offices -- one in Miami Beach and two in Buenos Aires. After just two years of its opening, La Comunidad was ranked as the 13th most awarded agency in the world and today, still holds a steady 16th ranking according to The Gunn Report of 2008. The agency has won numerous international advertising awards, including two Gold TV Lions and one Bronze Lion in the 2007 and 2008 editions of Cannes. For more information, visit www.lacomu.com.
La Comunidad's clients include Sony Electronics, Best Buy, Remy Martin, Virgin Mobile, MTV Networks' MTV: Music Television and VH1, Volkswagen, Disney Channel, Coca Cola Company and Rolling Stone Magazine, among others.
