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In a business case from ABinBev, students from the Amsterdam Business School competed to find the best solution to a burning question regarding the Corona Brand: how do we make the brand more attractive to female consumers? 37°Celsius assisted the students with major brand insights derived from the ProBAR® analysis.

37°Celsius launched a study to identify Corona’s current positioning in order to provide both students and ABinBev with insights on which they could base their brand plans. One of the key insights that ProBAR delivered was that Mexico was a strong positive association in the image of the brand. Secondly, it seemed that the brand was suffering more from ‘imprisonment’ than from a lack of female consumers. The associations with summer, warm, sea and beach were so strong that it’s difficult for the brand to extend to other moments of consumption and therefore limiting its growth potential (this phenomenon is called associative inhibition).