The timelessness of “O Tannenpalm” as a piece of marketing is impressive on its own when it’s more memorable than what people are seeing on TV today, but consider that this 1990 commercial ranks just as high-if not higher-in the minds of consumers than the ubiquitous placement of a lime with a bottle of Corona. Other likely responses include the beer’s slogan of “find your beach,” or the placement of a sliced lime at the top of a bottle’s neck, but even recent advertisements starring NFL head coach Jon Gruden or former Dallas Cowboys’ quarterback Tony Romo don’t light up minds like the holiday commercial. It’s just that it resonates with people.” “It’s not like the context is such that it feeds into responses. “The spot is named first or second,” Alvarado says, going even further to highlight the fact these sessions take place in the summer.
GIRL ON CORONA COMMERCIAL FULL
John Alvarado, senior vice president for brand marketing with importer’s Constellation Brands Beer Division, chalks it up to an ad that “transcends time and occasions,” which sounds like fairly bland marketing speak until he backs it up with a somewhat stunning anecdote.ĭuring annual focus group sessions with consumers, each discussion typically starts with a question asking a room full of people what they know about Corona or its advertisements. 1 through December, some “O Tannenpalm” viewers have literally grown up watching the commercial-and now buy the beer to go with it. In an environment where Bud Light’s ”Dilly Dilly” tries to catch lightning in a bottle or Coors Light revamps itself to capitalize on its cold credentials, the three-decade run of this singular Corona ad is an outlier. The ad, made for an estimated $50,000 almost 30 years ago, has been running untouched since 1990. The cameraman was petrified, so we promised him he could go out there and set up the shot, and then escape.”ĭespite nature’s threat of a potentially violent end from the scaled habitants of Mexico’s Yucatan region, Corona Extra’s ”O Tannenpalm” commercial didn’t just get completed-it became an iconic staple of holiday TV programming. “So we had to have alligator wranglers scoop the alligators and keep them out of the way. “What you don't see in the commercial, though, is that the area that we were working in was really marshy and, as a result, there were alligators swimming right where we wanted to put the camera,” Mike Rogers, a retired advertising executive with Campbell Mithun Esty and creator of the longest-running beer commercial explains in a 2015 anniversary video. Big plays, smart moves, and otherwise curious indicators of beer's possible future.
Ferments at Low Temps by Stephanie Byce.
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