The tag has really worked for us because it truly describes the Amstel Light experience. Corona Light has grown explosively since its introduction a year and a half ago, growing to five million cases its first year. The brand took pains to differentiate itself from Corona with distinctive packaging, but has borrowed from Corona's strength in family promotions and some advertising. Corona has been sticking to a very consistent marketing strategy for some time, simply increasing its media spend as its sales have increased. Corona Light will coattail on these efforts.
Consumers can order special bottle huggers and Corona beach umbrellas.
Beck's Light also is experiencing good success after its launch a year ago. After a failed attempt to launch a light beer in the mid-'90s, Beck's rethought and retooled the proposition. The result was a new Beck's Light that has a completely different taste profile than Beck's and a completely different package to help differentiate it. Last year's introductory campaign focused on the product, and talked about the taste and the special clear bottle that protects against damaging UV light rays. This year, the brand has launched a new campaign on top of the old that uses lifestyle-based humor to get across the brand's heritage.