Corona has launched its new ‘This Is Living’ global brand platform by Wieden+Kennedy Amsterdam. The campaign taps into the universal desire for freedom, the brand wants to inspire people to go outside and live more moments that matter.
Through original content featuring authentic voices from around the world, this new global brand platform reminds consumers to relax, enjoy life and live authentic moments with friends.
With the vast majority of our lives spent indoors, the new platform reminds us that outside is where our best side shines through. From times spent with friends at the beach to sharing a Corona or two on a sunny afternoon, those are the moments that make you stop and think, “this is living”. An evolution of Corona’s iconic beach style, ‘This Is Living’ builds upon the brand’s existing iconic world of sand, salty water and sun, while adding emotion through very tangible moments and experiences in life, lived by true fans of the brand.
Through hyper sound design and evocative imagery, every element of the campaign takes a viscerally inclusive approach, transporting viewers outside and into the moment. And in a nod to the authenticity of the brand, Corona has exclusively selected people around the world that embody the ‘This Is Living’ lifestyle to feature in the campaign.
The World Surf League’s Matt Wilkinson, Julian Wilson, and Alejo Muniz have been brought on as surf ambassadors for the campaign, local Brazilian surfer Pedro Bahia was filmed in Fernando de Noronha for 60-second ‘The Flow’ film, and local influencers were selected around the world to shoot Corona’s ‘#ThisIsLiving Moments’ – a uniquely time-stamped content series documenting personal stories to be shared across social media.
In addition to ‘The Flow’, Corona’s signature way to enjoy its refreshing beer is brought to life through ‘Lime Ritual’, a mesmerizing 60-second film shot from the view of the lime. A series of 15-second product films that focus on the bottle have also been created, which leverage the unique transparency of the product using it to frame life moments that truly matter in a visually compelling way.
The campaign’s out of home represents the new ‘This Is Living’ positioning with executions featuring both active and relaxed moments, and which aim to serve as a mini-vacation from normal life for the viewer. The executions will run as outdoor, print and online, in addition to underpinning a comprehensive new social media strategy for the brand.
Thiago Zanettini, global Corona vice-president at Anheuser-Busch InBev said: “We are excited to launch ‘This Is Living’ – our new brand ideal truly shows what Corona stands for. With so much of our time spent indoors, we as a brand want to capture the desire to disconnect in order to reconnect and re-energize, a sentiment that resonates with our consumers on a global scale. ‘This Is Living’ will celebrate the authentic, simple, and beautiful moments in life spent outside.”
Mark Bernath, executive creative director at Wieden+Kennedy Amsterdam said: “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).