UPDATE: March 6, 2024: Concerning Corona’s work with Snoop Dogg, a spokesperson for Constellation Manufacturers shared the next assertion with Advertising Dive after this story’s publication: “After a fantastic three-year run collectively, our Corona platform is shifting in a brand new artistic path. We thank Snoop for his inspiration and true grasp of chill angle that was embodied inside the ‘La Vida Mas Fina’ marketing campaign.”
Dive Transient:
- Corona has named actor Pedro Pascal as its new prime model ambassador, a bid at higher selling the beer as a contemporary Latino model, in keeping with information shared with Advertising Dive.
- The primary work with the star of “The Final of Us” and “The Mandalorian” is about to debut in Might, with artistic dealt with by MullenLowe Los Angeles. It should broaden on a “La Vida Más Fina” marketing campaign developed by the company that launched in 2020
- “La Vida Más Fina,” which emphasizes beach-bound rest, was beforehand led by rap icon and prolific model rep Snoop Dogg. Whereas particulars have been scant, Corona within the announcement mentioned that Pascal’s involvement in its advertising “marks a shift in tone.”
Dive Perception:
Corona’s new superstar face is the person of the second in terms of inspiring web memes and securing high-profile movie and TV roles. Pascal, recent off a significant Display Actors Guild Awards win, at present leads two streaming hits and just lately landed a spot in Marvel’s upcoming “Unbelievable 4” blockbuster.
For Corona, partnering with the A-lister presents a chance not solely to faucet into shopper tradition, but additionally to return to its roots as a beer brewed in Mexico (Pascal is Chilean-American). Corona is marketed by Constellation Manufacturers within the U.S. whereas AB InBev sells the product globally.
“All the Corona familia is thrilled to offer an official bienvenido to Pedro as we proudly welcome him to la playa,” mentioned Saúl Trejo, director of name advertising at Corona, in an announcement across the information. “His impression on tradition is plain, and as we proceed to have a good time our shared heritage and assert our place as a contemporary Latino model, there is no such thing as a higher associate than Pedro Pascal.”
The ambassador pivot arrives as alcohol gross sales tendencies are shifting, with world choices seeing stronger traction stateside. AB InBev’s Bud Gentle, which lengthy held the spot as America’s top-selling beer, was unseated final 12 months by Mexican lager Modelo Especial, additionally marketed by Constellation Manufacturers within the U.S.
Modelo Especial’s depletion volumes, a measure that tracks how rapidly a product is attending to retailers, grew 12% in Constellation’s fiscal third quarter, whereas Corona Further was up almost 1%, in keeping with an earnings assertion. Corona might see an identical alternative to spice up gross sales with the help of Pascal.
Pascal will lead the following chapter of Corona’s beach-themed “La Vida Más Fina,” which suggests “the fantastic life” and builds on the model’s positioning as “La Cerveza Más Fina,” a phrase that seems on its bottles and cans. The most recent leg of the marketing campaign drops forward of summer time, usually one of many busiest durations for beer gross sales.
“La Vida Más Fina” beforehand starred Snoop Dogg because the rapper kicked again by the ocean, often joined by visitors like Andy Samberg.
