Photographed in Mexico, the campaign created by Beattie McGuinness Bungay focuses on its "bucket serve" in a bid to place sociability and sharing with friends at the heart of the brand.
Launching this week, the campaign will make Corona the biggest outdoor advertiser in the world beer category this year. It is part of a heavyweight advertising push, which will run alongside a digital campaign, combining online advertising, Facebook activity and the launch of new Corona mobile apps.
Darius Burrows, senior brand manager for Corona Extra, said: "The idea behind the new campaign was to recreate the strong connection between our brand and its consumers, so that when they open a bottle of Corona, they leave everything else behind and start enjoying life in the place they want to be.
"For Corona, a summer campaign is crucial to build on previous success and take advantage of the growing popularity of world beer," he added.
This article was first published on marketingmagazine.co.uk
Annie Leibovitz explained the art of bringing a story down to a single moment, and shared the inspiration behind the campaign she created with Disney making tales as old as time relevant to today. We heard from Astro Teller, Captain of Moonshots at Google (yes, really) reinforcing the importance of storytelling in driving audacious invention. Mother warned us to hang on to the joy of craft and keep our brains happy in order not to become advertising douchebags. And Facebook discussed scalable creativity.