Inside Corona’s speedy Super Bowl-related promotion effort.

MediaPost – February 9, 2021

While most brands spend months developing their Super Bowl ads, Corona Beer is reflecting on its 48 hour turnaround to introduce Super Bowl-adjacent work this year.

As of January 6, Corona Beer wasn’t planning on advertising in or around this year’s Super Bowl. The company has typically sat on the sidelines.

But last minute reconsideration led the company to approach long-time agency partner Cramer-Krasselt (C-K) to brainstorm possible concepts to insert itself in this year’s Super Bowl buzz.

The agency was belatedly tasked with coming up with three ideas in 48 hours. Corona’s request arrived on Jan. 7 and C-K was asked to present on the following Monday morning. It was then all hands on deck at the agency.

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