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Lewis Lazare follows Chicago media and marketing news

Corona beer teams up with Kenny Chesney for encore

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Chesney Corona Final Screen.jpgIt was a marketing match made in beer heaven. And it's back for an encore. We're talking, of course, about Corona beer's sponsorship of country crooner Kenny Chesney. As it did last summer, Corona has signed on to sponsor Chesney's latest tour, dubbed "Sun City Carnival Tour." To promote the newest sponsorship deal, longtime Corona ad agency Cramer-Krasselt/Chicago has produced a new Corona spot that has Chesney in his blue chair on a moonlit beach in what we are led to believe is Mexico. Ever so softly, Chesney is heard playing his guitar and singing "Beer In Mexico." His message reaches a group of revelers situated further down the beach, who raise their Coronas in a toast to Chesney and, presumably, the brew they are drinking. The new spot debuts on the Academy of Country Music Awards telecast on Sunday, April 5, on CBS.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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This page contains a single entry by Lewis Lazare published on March 31, 2009 2:57 PM.

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