Constellation Brands has announced that it has launched its first campaign with rapper Snoop Dogg aimed at unifying the Corona family of brands.
‘La Vida Más Fina’ (the Fine Life) is an integrated marketing campaign that presents an evolved, more optimistic tone for the Corona beer brand.
Designed and executed by the creative agency MullenLowe LA, the campaign will include 15- and 30-second television commercials, to be aired during the NBA playoffs and finals, as well as digital ads, dedicated GIPHY library and PR activities.
The campaign also plans to include other celebrities with their takes on ‘La Vida Más Fina’ as it aims to offer a ‘diverse set of perspectives’.
'A Modern Expression'
Vice-president of brand marketing at Corona, Ann Legan, said, “La Vida Más Fina is a modern expression of Corona’s lifestyle and respected place in culture.
"Through the new campaign, we’re acknowledging that the aspects of our lives that have always been important, always will be: doing what makes you feel good with the people you care about and enjoying the moment in front of you. And who better to introduce this concept than Snoop?”
The campaign revolves around the idea of appreciating what you have, going with the flow and choosing to live on the bright side.
“You can’t choose everything in life, but you can still choose to find the fine in life,” Snoop Dogg said.
“And with everything going on in the world, that’s a perspective people really might need to hear right now. Teaming up with a brand like Corona to encourage people to find more good in life, that’s La Vida Más Fina.”
The campaign, which was in the process of development earlier this year, was paused due to the coronavirus pandemic.
It was then redesigned to address the present situation and changes in the lifestyle of consumers.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.