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Materials
Corona, the iconic Mexican beer brand, is launching a new campaign to celebrate the onset of British Summer Time (BST) with a series of stunning sunset-themed billboards. This campaign aims to strengthen its association with the outdoors and the joy of enjoying a beautiful sunset with a refreshing drink. As the clocks move forward, Corona invites everyone to embrace the longer days and warmer evenings with its new out-of-home advertising strategy.
In line with the brand's ethos of promoting relaxation and connection with nature, Corona's latest initiative is designed to capture the essence of a perfect summer evening. The campaign features lime-shaped sunsets, a creative twist that pays homage to the traditional lime wedge served with Corona beers. By showcasing these visually striking images, Corona reinforces its brand identity as a champion of outdoor living and leisure.
The campaign not only aims to reinforce Corona's brand image but also to encourage people to appreciate and connect with nature during the longer summer days. By aligning itself with the positive feelings associated with sunny evenings, Corona positions itself as a go-to beverage for relaxed social gatherings.
The initiative is expected to resonate well with consumers who value the outdoors and are eager to capitalize on the extra hour of sunlight offered by BST. As people embark on more outdoor activities, the campaign serves as a timely reminder that Corona is the perfect accompaniment to these experiences.
Corona's marketing strategy, developed by DraftLine Europe, showcases the brand's commitment to creative storytelling and consumer engagement. By celebrating the unique shapes of limes in sunsets, the campaign blends visual artistry with the brand's signature elements.
This BST campaign complements Corona's broader efforts to transform urban spaces into relaxation hotspots. For instance, in Lima, Peru, Corona ran a notable campaign where it replaced digital billboards with live sunset broadcasts during rush hour. This initiative, titled "City Traffic to Sunset Experience," brought a moment of calm to busy city streets and reinforced the brand's message of disconnecting from routine and reconnecting with nature[1][3].
Corona continues to push creative boundaries with various global initiatives:
Corona's sunset-themed billboards for BST are part of a larger strategy to strengthen the brand's connection with outdoor enthusiasts and those seeking relaxation. By celebrating the onset of warmer days and longer evenings, Corona invites everyone to enjoy the simple pleasures of a beautiful sunset with good company and, of course, a Corona.
As the summer season unfolds, Corona is poised to continue evolving its marketing strategies, combining creativity and technology to enhance consumer experiences. The future of outdoor advertising looks bright, with brands like Corona leading the way in innovative storytelling and engagement.
This campaign not only celebrates the beauty of sunsets but also underscores the importance of slowing down to appreciate nature's wonders, even in bustling urban environments. As the sun sets over London, Corona's billboards will stand as a reminder of the joy of embracing each moment of sunlight with a smile and a refreshing drink.
