Under the heading of 'The Promise', full page ads in The Globe and Mail, Toronto Star and National Post wish Canadians a Happy First Week of Summer, encouraging them with such lines as 'On starry nights, focus on astronomy, not the economy', 'Tan lines are more attractive than worry lines', and 'A suit looks best with the word "bathing" in front of it."

"We wanted to increase the excitement and remember the anticipation that was felt when it was the last day of school and the fun of summer was in front of you," says Bob Armstrong, president and CEO of Molson Modelo Imports, who introduced Corona, Canada's #1 selling imported beer, back in 1986. Sales have increased from 8,000 cases that year to 8 million cases in 2008, with the provinces of Ontario, Quebec, B.C. and Alberta together accounting for 90% of the volume sold.

""We weren't able to use the same idea in French," says Armstrong of 'The Promise'. "It didn't translate properly. However, we will still be running full back-page newspaper ads in Quebec showing a couple relaxing on a deck and enjoying summer weather. The English campaign creative is more of a grouping of ideas and thoughts that will help consumers enjoy the summer."

While the First Week of Summer campaign will see Corona dominate newspaper and radio, the seasonal campaign will also include television, outdoor and online to help enhance the brand's positioning.

The Mexican-brewed beer - which is sold in 150 countries - includes Corona, Corona Light, Pacifico, and, in Ontario and western Canada, Negra Modelo. The bottles and advertising have remained consistent since 1986 - a rarity in the competitive beverage industry.

The ad campaign is handled by Rob Hindley, owner of The Marketing Channel, Markham, Ont.. The Marketing Channel has been Corona's agency in Canada for eght years. Media is handled by Mediaedge:cia, Toronto. Corona's director of marketing is Stewart Priddle.