Seltzerita

We partnered with the Corona Seltzerita team to develop a positioning for their new Hard Seltzer 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

DuPuis partnered with the Corona team to develop a meaningful and differentiated positioning for Corona Hard Seltzer Seltzerita. Our challenge was to deliver an elevated hard seltzer experience by leveraging Corona brand equities and premium attributes to address unmet consumer needs in a highly competitive category.

Action Taken

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