Corona Display and Engagement 2025
Small Display Unit
Medium Display Unit
Pallet Display
Endcap Display
I worked closely with AB InBev’s central procurement team and the global brand director to design a display program that would enable markets to order mass display materials within their local budgets. This project involved extensive planning and multiple presentations to local market leads to ensure the range was both feasible and effective. I also engaged with the four primary markets—Brazil, South Africa, Europe, and China—to gain insight into their current activation efforts and determine how our solution could be best integrated into their strategies.
We designed and sampled over 20 units to achieve our final range, exploring all elements of the Corona trade toolkit.
I worked with the brand director on a series of amends and suggestions, ultimately receiving approval from the Corona brand VP.
The successful range comprised of 4 units (small FSDU, FSDU, Endcap, Pallet Display) and had to reproduced at a global scale. I led the sourcing across each of the client’s target markets and ensured brand consistency at all of the production sites.
As we approached the launch date, I worked across the adm IT teams to setup and present the entire range on our sales website which was integrated into Ab inBev client systems. As a region logged in they would only see their DDP pricing in their local currency. When this was all in place, I presented the solution on a conference call with 100+ senior Ab inBev stakeholders.
As of February 2025, there is over $4m in new business from this project, and we are projected to build on this as the year progresses. This was a large scale project with multiple moving parts. I not only delivered the scope in time, but the sales results are exceeding our initial expectations.
Execution Objective
A careful balance of the Corona trade execution was considered throughout the whole project - staying premium, while also catering to a wider range of customer locations.
DDP Pricing vs Regional Benchmarks
I conducted a comprehensive pricing exercise across four key regions (Brazil, South Africa, Europe, and China) to ensure maximum accessibility for trade. By benchmarking against local market standards, I was able to align the pricing strategy with the client's budget, providing a competitive advantage in each region.
Lead Time vs Regional Benchmarks
Throughout the project, I meticulously ensured that our production and delivery timelines were aligned with regional standards. This approach enabled the seamless integration of the units into existing activation schedules, ensuring timely and efficient execution
Unit Customisation
To ensure maximum use in trade, we allowed for customisation of the units so that messaging stays relevant throughout different campaigns. This included : interchangeable graphics, a removable sunset mandala, and shelves which can be switched over.