Corona: Spring Break Takeover

Corona partnered with YMC for nearly 10 years to create compelling, on-brand experiences targeting U.S. young adult tourism in Cancun and Acapulco, Mexico.

Situation YMC designed an integrated strategy to reach U.S. young adult tourists before they traveled, while on-site in Mexico (both day and night), and after their vacations.

Solution

Daytime beach lounges and activities for spring breakers

Nighttime bar and club takeovers with A-list musical talent

Daytime/nighttime product sampling + premium item giveaways

Results

130K

U.S. young adult consumers reached across both destinations

300%

Increase in sales and distribution of Corona

35%

Average increase in brand awareness and brand affinity

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