Corona wants to become more ‘attainable’ with launch of new platform This is Living
Corona is hoping to tap in to people’s appetite for both relaxed and active moments with the launch of new global platform dubbed ‘This is Living’, which the brand hopes will make it more “attainable”.
Introduced this week, the platform will feature a mix of content including a 60-second film called The Flow, which stars Brazilian surfer Pedro Bahia. Corona has also tapped local influencers around the world for a content series called #ThisisLiving Moments that documents personal stories to be shared across social media.
Speaking to The Drum Thiago Zanettini Global VP, Corona, said the platform was borne out of the insight that people need to spend more time outdoors to “disconnect with the rush of daily life”, and builds on the brand’s ties with sand and sea.
“With ‘This Is Living’, we are evolving to a more attainable and social approach, where we focus on people and the feeling of being in remarkable moments outdoors. If we inspire our consumers to go and achieve a more balanced lifestyle by enjoying great moments outside and sharing meaningful experiences with friends, accompanied by a Corona, then we feel the creative is speaking for itself."
In addition to ‘The Flow’, Corona has released a 60-second film shot from the view of a lime, which the beer is usually served with. A series of 15-second product films that focus on the bottle has also been created.
The campaign’s out of home represents the new ‘This Is Living’ positioning with executions featuring both active and relaxed moments. It will run as outdoor, print and online, in addition to underpinning a new social media strategy for the brand, predominately focused on Instagram.
Mark Bernath, executive creative director at Wieden+Kennedy Amsterdam – the agency who 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."
In the coming months the campaign will roll out in the United Kingdom, Europe, South America, Asia Pacific and North America (excl. USA).