This example shows how Corona puts TV wine ads to shame
The Wine Curmudgeon, in his never-ending quest to improve the quality of TV wine ads, saw this 30-second Corona beer commercial and the light bulb went off.
Consider that the Mexican Corona is a $7.5 billion brand that got there from exquisite marketing, including the invention of Cinco de Mayo, a holiday that Mexicans don’t really celebrate. In this, its TV ads do a job that wine can’t even begin to understand, as the Yellow Tail Super Bowl debacle demonstrated.
This Corona ad (video courtesy of TrendTV247) does everything the Yellow Tail ad failed at – using sex, a clever tag line, and the beach to sell a very ordinary beer as something special. The irony? That Corona is owned by Constellation Brands, a Big Wine company that also has difficulty doing TV wine ads.
Nielsen announced its best TV ads for alcohol products from the first part of 2015. The wine winner points out yet again just how sad TV wine advertising is and how little it has changed from the Orson Welles and Riunite days of my youth.
The winning ad, chosen from those that aired in the first two quarters last year, was a 15-second spot for Woodbridge, the $8 grocery store wine from Constellation’s Robert Mondavi label. It’s mostly shots of women of a certain age — and a dog — holding wine glasses by the bowl and laughing. It has the lowest “brand memorability index” of the five winning ads (two beers, a spirits, and a cider) and the best the analysis could say was that the ad “established an ownable creative concept over time that creates an emotional connection with viewers.”
If this is the winner, how bad were the losers ?You can see the Woodbridge spot below; perhaps an ad type who is reading this could explain if an “ownable creative concept” is a good thing.
I’ve never been able to figure out why TV wine ads are so awful. Maybe it’s for the same reason that TV wine shows are usually boring — there just isn’t much visually interesting about drinking wine.
More about TV wine ads:
• Riunite on ice — so nice
• Sex sells — even for wine in the 1970s
• TV wine commercials and their legacy