What’s the perfect outfit to wear while sipping a low-cal Mexican pale lager? Corona Light is enlisting the help of Gilt Groupe to figure it out.
The online flash sale site is showing fashion influencers on its website and Instagram with “Light Looks” curated by the fashion bloggers — including menswear writers Talun Zeitoun and Ryan Clark, as well as Alyssa Lenore and Lauren Gould, founders of Styled & Smitten and The Marcy Shop, respectively. The selected individuals each represent a different “style,” from “Rooftop Happy Hour” to “Backyard Soiree,” and are sharing the looks across their social media followings of upwards of 50,000 Instagram followers. Shoppers and Corona Light fans can also enter to win a $200 shopping credit to Gilt by submitting their own Corona-inspired looks.
Lauren Gould, founder of the The Marcy Stop and a featured blogger for the Corona Light partnership, said she has been a long-time fan of Gilt and was pursuing potential influencer partnerships for a number of years before she was tapped for the Corona Light opportunity. Gould was compensated both monetarily and with Corona products after working closely with Gilt on the curation process, hand selecting items that fit her personal style and matched the Corona brand identity of “whimsical and fun.”
Gilt has long been known for its unique fashion partnerships, including a 2014 “Orange is the New Black” inspired collaboration with Dress for Success that featured discounted office apparel, spawned by a scene in which the female inmates participated in a mock job fair. Gilt has also participated in the Council of Fashion Designers of America’s business service network.
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Ad position: web_incontent_pos1This also isn’t the first foray into fashion for a major beer brands. Budweiser recently partnered with Been Trill on a capsule collection sold exclusively at PacSun stores, which features the beer company’s branding, and also previously teamed up with Supreme in 2009 on a line of limited edition apparel.
While slapping a corporate logo on a fashion line may seemingly hinder its appeal to consumers, ventures like the Supreme partnership have turned out to be advantageous to both companies, according to Adam Wray, former editor of Fashion Redef.
“That worked for Budweiser,” Wray told Glossy last month. “It seemed like there was actual design work that went into it, it was able to play on Supreme’s history of collaborations with iconic American brands, it was sold strictly through Supreme, and that’s what made it work.”
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Ad position: web_incontent_pos2Corona Light is hoping to adopt a similar strategy to successfully tie beer with fashion, as part of its ongoing effort to attract new audiences and increase brand awareness beyond its better known Corona Extra beer. In 2014, Corona Light increased its media spend by 78 percent, and began targeting middle-aged drinkers with a campaign focused on the beer’s taste, Ad Age reported.
