Mexican beer brand Corona has launched a new global brand platform under the banner This is Living, which will encourage consumers to enjoy life and live authentic moments with their friends.
The new platform celebrates the outdoors and urges people to get outside and let their best side shine through, building upon the brand’s existing iconic beach style.
Through hyper sound design and evocative imagery, every element of the campaign takes a viscerally inclusive approach, transporting viewers outside and into the moment. In a nod to the authenticity of the brand, Corona has exclusively selected a number of campaign ambassadors that embody the This is Living lifestyle – most notably surfers from Brazil and Australia. Corona shot a 60-second film entitled The Flow with Brazilian surfer Pedro Bahia and will promote a unique, time-stamped content series documenting personal stories to be shared across social media under the banner of #ThisIsLiving Moments.
In addition, Corona’s signature serve has been brought to life through the Lime Ritual, a 60-second film shot from the view of a lime. A series of 15-second product films that focus on the bottle have also been created, which leverage the unique transparency of the product and use it to frame life moments in a visually compelling way.
There will be further out-of-home activity in the UK and wider global engagement with the campaign.
Thiago Zanettini, Corona global vice-president for Anheuser-Busch, said: “We are excited to launch This is Living; our new brand ideal truly shows what Corona stands for. With so much of our time spent indoors, we as a brand want to capture the desire to disconnect in order to reconnect and re-energise, a sentiment that resonates with our consumers on a global scale. This is Living will celebrate the authentic, simple, and beautiful moments in life spent outside.”
Corona UK marketing manager Andre Finamore said: “At Corona we want to encourage people to leave everything else behind, step outdoors and start enjoying more of the moments that they live for, making a summer campaign a natural fit for the brand. Our out of home campaign will help amplify our This is Living brand ethos and support a host of exciting summer activity planned for 2016.”
And Mark Bernath, executive creative director for Wieden+Kennedy Amsterdam, the agency that created the campaign, added: “Corona’s new creative positioning is an evolution of the brand’s iconic style – it’s still visually guided by the beach as it has always been, only now we are bringing more meaning to the reasons to go there. This is living is the articulation of that feeling we have when we find ourselves in awe of where we are. Our feet in the sand. A Corona in our hand. And space to breathe.”
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