First major push for Corona in UK
Corona Extra is being backed by a £1 million national advertising campaign launching this month.
UK importer Wells & Young's has stepped up a gear in its quest to push the lager further up the sales league table.
It is the first major campaign for the Mexican beer in the UK market, where the strategy has always been to back the brand with below-the-line support and sponsorship initiatives.
The campaign takes in a "large-scale presence" at London Underground stations as well as mainline stations in Glasgow and Edinburgh. There will also be bus advertising in the capital, Manchester, Newcastle and Birmingham.
The print media campaign will cover High Life, ID, GQ, Arena, Elle, Grazia, Uncut and In Style. The online element will cover sites such as Yahoo! and guardian.co.uk
A four-week radio campaign will also see Corona Extra commercials on targeted music stations across the UK.
Angel Garcia Gomez, head of Corona Extra in the UK, said the advertising "captures Corona Extra's sense of style, adventure and breaking out from the norm perfectly, and is backed up by some innovative and eye-catching artwork".