Corona Hard Seltzer Limonada

We partnered with the Corona Hard Seltzer Limonada team to develop a positioning for their new Hard Seltzer Limonada that would optimize its role in the portfolio while driving distinction in an explosive category.

Capabilities

Positioning Development
Concept Development
Insight Building
Portfolio Persona Development
Packaging Design

Challenge

Coming off of the successful launch of Corona Hard Seltzer, the Corona team was seeking to use innovation to drive further distinction in the competitive hard seltzer category. DuPuis partnered with Corona to develop a meaningful and differentiated positioning strategy for Corona Hard Seltzer Limonada. Our challenge was to optimize its role within the broader portfolio by leveraging Corona equities and appealing to new consumers.

Action Taken

DuPuis leveraged existing research and category insights to hypothesize possible Limonada positioning directions, which we then validated and optimized with consumers. Our consumer insights served as the rationale for final recommendations on the product’s positioning, liquid development, and visual identity. This work also served as the foundation for the development of consumer personas across the Corona Hard Seltzer portfolio, and guided our development of strategic packaging design.