Find your own beach

http://www.youtube.com/watch?v=4-6V2ap7Vdk
For years Corona has been a beer that has been associated with a warm tropical location.  Their commercials were some of the most identifiable, always showing people relaxing on the beach with a Corona in hand.

But now it seems Corona is trying to change their image.  In their new commercial Corona shows people in all different types of places drinking Corona and looking out into the landscape.  The commercial shows all different types of settings like cities, valleys, and even snow-covered ground near mountains.  All of these settings have one thing in common, the people are drinking Corona.

From there the commercial goes to the familiar setting of two people sitting at the beach drinking their Coronas.  The tagline then comes up on the screen reading "Find your beach."  Though some may think Corona is making a mistake by straying away from their traditional ad campaign, I believe that this new commercial is a smart move by Corona.

From this commercial it seems that Corona is targeting current customers and attempting to make them more loyal to the brand.  Many people view Corona as a summer drink, and as a result only drink it during the summer or when they are in a warm climate.

However, with this new commercial Corona is trying to show consumers that Corona is not exclusively a summer drink.  This commercial shows that Corona is a great drink for any environment, and ultimately brings relaxation.  Though for years Corona has been identified with the beach, this new commercial breaks away from that idea but also preserves some of it by still having the beach scene in the end.

Overall, it seems that this new commercial has the potential to increase consumption of Corona during colder times of the year.  By showing people drinking Corona in all different types of seasons, Corona is showing customers that they are more than just a summer drink, but at the same time they are still not straying too far away from their recognizable brand image.