Corona creates new Corona emoji in response to latest emoji update – and then locks it away for good

• In response to the lime emoji release, Corona makes a bold move and creates its own emoji, to be locked away and never used
• The emojiless pledge encourages people to enjoy more real-life moments, with the campaign spanning across social and digital, supported by partners Secret Media and LADbible
• Because nothing tastes better than the real thing, Corona is giving away free beers for beer lovers to enjoy

Last week, following the latest annual release of new emojis on iOS and Android, which saw the introduction of a lime wedge, Corona announced a pledge to create a Corona bottle emoji, then lock it away, never to be seen or used.

The beer brand, part of AB InBev UK, renowned for its crisp taste, golden hue and always topped perfectly with a wedge of lime, invited consumers to celebrate real-life moments with friends and a bottle of Corona.

The campaign was a response to the increased digitisation of all the things we love: the sun, the beach, the sea, and now a lime. In a bid to ensure that a Corona emoji will never be used, and to encourage consumers to make the most of more in person experiences, the brand created its own emoji and locked it away to never be used.

The social and digital-first campaign, championing in-person experiences, is running across the brand’s Instagram channel, supported by partners Secret Media and LADbible, through stories and grid posts.

In celebration of the emojiless move, Corona has invited consumers to enjoy the beer in the real world, with a real lime wedge, and celebrate the good times with friends – on them. Beer lovers simply need to DM @Corona on Instagram, with the new lime wedge emoji, to claim their free pack of Corona – T&C’s apply. In the first 24 hours of the campaign launch alone, Corona received over 20,000 lime emoji DMs from consumers, with the numbers increasing each day since.

Felipe Vieira Sampaio, Corona Director Creative at Draftline, said: “There is no question that beer is best enjoyed in real life. At Corona we want to encourage people to make the most of in person moments, go outside and disconnect from the day-to-day routine. Whilst some of our favourite things have been turned into emojis, we are set on making sure Corona stays in reality.”

Source: Corona

  AB InBev UK, Alcohol, Beverage, Corona, Marketing