- Corona has named actor Pedro Pascal as its recent top brand ambassador, a bid at higher promoting the beer as a contemporary Latino brand, according to news shared with Marketing Dive.
- The first work with the star of “The Last of Us” and “The Mandalorian” is ready to debut in May, with creative handled by MullenLowe Los Angeles. It will expand on a “La Vida Más Fina” campaign developed by the agency that launched in 2020
- “La Vida Más Fina,” which emphasizes beach-bound rest, was previously led by rap icon and prolific brand rep Snoop Dogg. While details were scant, Corona within the announcement said that Pascal’s involvement in its marketing “marks a shift in tone.”
Corona’s recent celebrity face is the person of the moment when it comes to inspiring web memes and securing high-profile film and TV roles. Pascal, fresh off a significant Screen Actors Guild Awards win, currently leads two streaming hits and recently landed a spot in Marvel’s upcoming “Fantastic Four” blockbuster.
For Corona, partnering with the A-lister presents a possibility not only to tap into consumer culture, but additionally to return to its roots as a beer brewed in Mexico (Pascal is Chilean-American). Corona is marketed by Constellation Brands within the U.S. while AB InBev sells the product globally.
“The entire Corona familia is thrilled to give an official bienvenido to Pedro as we proudly welcome him to la playa,” said Saúl Trejo, director of brand marketing at Corona, in an announcement across the news. “His impact on culture is undeniable, and as we proceed to have a good time our shared heritage and assert our position as a contemporary Latino brand, there isn’t any higher partner than Pedro Pascal.”
The ambassador pivot arrives as alcohol sales trends are shifting, with global offerings seeing stronger traction stateside. AB InBev’s Bud Light, which long held the spot as America’s top-selling beer, was unseated last yr by Mexican lager Modelo Especial, also marketed by Constellation Brands within the U.S.
Modelo Especial’s depletion volumes, a measure that tracks how quickly a product is getting to retailers, grew 12% in Constellation’s fiscal third quarter, while Corona Extra was up nearly 1%, according to an earnings statement. Corona could see the same opportunity to boost sales with the help of Pascal.
Pascal will lead the following chapter of Corona’s beach-themed “La Vida Más Fina,” which implies “the advantageous life” and builds on the brand’s positioning as “La Cerveza Más Fina,” a phrase that appears on its bottles and cans. The latest leg of the campaign drops ahead of summer, typically one in every of the busiest periods for beer sales.
“La Vida Más Fina” previously starred Snoop Dogg because the rapper kicked back by the ocean, occasionally joined by guests like Andy Samberg. Marketing Dive has reached out to a representative from MullenLowe for comment on the status of the brand’s Snoop Dogg relationship and can update this story pending a response.
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