Corona Canada has launched a new 60-second TV spot that encourages today’s youth to forget their troubles and “Live the Finer Life.” The slogan, inspired by the Spanish “La Cerveza Mas Fina” printed on every Corona bottle, is being highlighted by the beer brand’s new campaign as a way to reach adventurous, ambitious millennial consumers.
In a statement, Drew Munro, president and chief executive officer at Modelo Molson Imports L.P., which owns Corona, said “The campaign is a challenge to live life on your own terms and never accept ordinary.”
Zak Mroueh, chief creative officer and president at Zulu Alpha Kilo, Corona Canada’s agency of record, added that “you can live on the sidelines, be beige, boring and never take any risks. Or you can choose to ‘Live Mas Fina’ and live in an extraordinary way.”
The minute-long spot features clips of millennial-aged people doing wild, high-adrenaline things such as swimming into the sunset, protesting the logging industry and dancing around a blazing fire. There’s also graffiti, an inner-lip tattoo, and a woman tip-toeing away from a one night stand.
Mike Sutton, managing director at Zulu Alpha Kilo, said a challenging economic climate has made the millennial demographic a unique target audience. “They really want to make their mark on the world, but it’s very different from when I was in my twenties,” he said. “It’s really more about experiences now than it is possessions and things.”
Sutton described the campaign’s target demographic as confident, ambitious and creative-minded. “This particular target makes decisions with their heart and their gut, versus just with their mind,” he said.
He also noted that Corona’s “history and heritage have always been to do things differently,” and that this new campaign is a reiteration of that philosophy.
The campaign pre-launched last week on the brand’s Facebook page. The 60-second commercial, along with a 30-second version, began airing nationally March 18 and runs on conventional and specialty channels. Sutton said a full program of support that includes digital, social, outdoor and experiential tactics will be released later in the year.
Zulu Alpha Kilo’s Quebec partner agency, Tank, will manage the roll-out of the campaign in French Canada. MEC handled the media buy.
