May 25th, 2007 by Bob Bly
I just heard a radio commercial for Corona Light beer, and the unique selling proposition (USP) was clearly articulated: “It’s the only light beer that’s also a Corona.”
My instant reaction was favorable because:
1. The tone implies that “of course, you know that Corona is a great beer” — and therefore, Corona Light must be the best light beer, because it is the only light beer with Corona quality.
2. It is unassailable — no other brewer can say, “Our light beer is also like a Corona.”
What do YOU think of Corona Light’s USP, “the only light beer that’s also a Corona” — good, bad, or terrible? And why?
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