Consumers filled Toronto’s Yonge-Dundas Square Friday afternoon to have their white clothing covered in colourful paint by Corona.
Conceived by Corona’s Canadian agency of record, Zulu Alpha Kilo, the Corona Paint Party was the brand’s first experiential activation of the “Live Mas Fina” positioning it debuted in February with a TV spot (also by Zulu).
Corona marketing manager Lindsay Wilson said “Live Mas Fina,” meaning “live the good life,” is defined by the brand not as having fancy cars or expensive clothes, but rather living life to its fullest and trying new things. Wilson said the brand is challenging consumers to try new experiences – like getting covered in paint.
With help from The Hive, which handled event activation, Corona invited consumers to join the party wearing white clothes or coveralls provided on-site, and then cover themselves in paint.
Wilson said the brand prepared to have as many as 800 consumers in its “paint zone” at a time and also set up a beer garden and concert stage. Several bands, including Pup and the Elwins, played at the party. During the party, brand reps from Corona also took photos of painted consumers, which were then displayed in real-time billboards around the square.
On June 14, Corona will host another Paint Party in Montreal – the next in a string of “Live Mas Fina”-themed brand activations the company has planned for the summer at concerts and festivals.
The event was supported by a PR campaign by Apex PR, wild postings and paid social on Facebook. MEC handled the media buy.
