fans of the fine life
Brand: Corona
Role: Associate Creative Director (ACD)
The Challenge: Corona is synonymous with the beach, but the beach is a place, not a season. To grow, Corona needed to find its way into the world of sports fandom. The challenge was doing so without trying to out-shout the high energy beer brands that dominate the stadium.
The Strategic Tension: Most sports marketing celebrates the hardcore fans, the yelling, the face paint, and the intensity. But there is a massive audience that watches sports differently. These folks are there for the vibes, the spread, and the laid-back experience.
The Insight: You don’t have to be a "hardcore" fan to be a "real" fan. There is an art to watching the game with easy confidence. We realized Corona shouldn't try to change the game; we should change the pace of the game.
The Impact
By leaning all the way back when everyone else was leaning in, we broke through the noise and delivered Corona’s most successful organic activation to date.
+191.7% Increase in Social Talkability
+165.4% Increase in Social Mentions
+9% Lift in Net Sentiment
