Crown Imports LLC
CROWN IMPORTS SELECTS GSD&M TO SUPPORT GENERAL MARKET
ADVERTISING FOR PACIFICO AND VICTORIA BRANDS
CHICAGO, IL (October 2011) – Crown Imports announced that it has named GSD&M, a full-service advertising agency based in Austin, Texas, to support both the Pacifico and Victoria beer brands on the development of new General Market consumer positioning, creative strategy and execution.
GSD&M was selected to represent both brands based on the agency’s integrated creative insights across a variety of channels, charged with positioning both brands for continued business growth.
“Our current momentum coupled with projected growth for Victoria and Pacifico requires innovative creative executions,” said Jim Sabia, chief marketing officer for Crown Imports. “Moving forward GSD&M’s work will deliver on that need, further positioning Victoria and Pacifico to build on current success and fully leverage the incredible potential of these great beer brands.”
As part of their work for Pacifico, GSD&M will develop new consumer positioning for the brand, along with implementing new advertising creative in the U.S.
Additionally, GSD&M will implement new creative against the recently launched Victoria, helping to cultivate brand loyalty among its target consumer as it becomes more visible in the U.S. market. As the newest beer brand to join the Crown Imports portfolio, Victoria has strong growth potential as it rolls out to more markets in 2012. Since its U.S. launch in June 2010, Victoria has risen to the number 20 import spot, surpassing two million cases sold in its first 12 months.
“We are delighted to partner with Crown Imports to continue moving the creative needle for these two dynamic brands,” said Duff Stewart, CEO of GSD&M. “Both Pacifico and Victoria are poised for even greater success, and we are eager to jump in and see how we can creatively take these two brands to the next level.”
Pacifico is the #15 imported beer in the U.S. market. Victoria is the #20 import beer in the U.S., despite only being available in 12 states.
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About Crown Imports LLC:
Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the entire U.S. The Modelo portfolio includes Corona Extra, the #1 imported beer in the U.S. and #6 beer overall, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria (select markets) beer brands. Crown also imports the St. Pauli Girl and Tsingtao beer brands in the U.S. For more information, visit www.crownimportsllc.com.
Crown Imports is a 50-50 joint venture between Grupo Modelo, S.A. de C.V. (MX: GMODELOC), Mexico’s leading company in the brewing, distribution and sale of beer, and Constellation Brands, Inc. (NYSE: STZ), a leading international beverage alcohol producer, importer and marketer.
GSD&M is an advertising agency celebrating its 40th year of helping some of the world’s most iconic brands win by articulating and activating their core purpose – the difference a brand strives to make in its customers’ lives. GSD&M is part of Omnicom Group, Inc. (NYSE: OMC). For more information, visit GSDM.com.