As if Constellation Brands didn’t already have enough trouble... now on top of mounting losses from their Canopy investment, consumers now are associating Constellation’s brand “Corona” beer with the Coronavirus.
If I was advising Constellation, I’d suggest a marketing campaign whereby with every purchase of Corona beer, they donate x% of that purchase towards organizations fighting the spread of the #Coronavirus (or something similar).
This is their chance to decide whether this global epidemic continues to cause an irrational negative association with their brand, or if they grab control of the steering wheel and build a positive association with their brand.
One way or another, people are associating Corona with Corona.
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