The idea is as simple as it is effective. Repositioning Corona from a beer that is enjoyed on the beach to a beer that is enjoyed to celebrate the sunset. After all, whereas we don’t go to the beach that often, there is always a sunset near you, every day.
Over the past years, this worldwide experiential platform has grown significantly, increasing Corona’s global market share in the premium beer category. Corona Sunsets comprised 7000 branded events in 2017.
To roll out Corona Sunsets and to keep all executions around the world consistent with Corona’s brand bible, we produce a number of toolkits for Corona’s global headquarters. These toolkits are instrumental in briefing the local markets on how to execute their own local events.
Toolkits:
1. Corona Sunsets Festival – The flagship music festival, produced by Nachtlab
2. Corona Sunsets Sessions – Smaller branded events, produced by local markets.
3. Corona Sunsets Hours – Corona’s take on the happy hour in bars and cafes.
4. Casa Corona – Multiple day branded getaways for influencers.
5. Corona X Parley – Experiential campaign for ocean plastic reduction.
Last year Corona evolved its brand purpose, including its strategy, visual identity and tone of voice. Corona now wants to “disconnect people from their everyday routine” by “encouraging people to spend more time outside”. Their new tagline: “Outside we live again.”
Now here I am, working out of my van while travelling along the coast of Mexico, pretty much living the dream they want promote. Is it coincidence, synchronicity or fate? I guess words do not do it justice…
So I’ll let the work do the talking.
Here are a few pages from one of our first toolkits, made back in 2015:
