LA VIDA MÁS FINA ES NUESTRA

CORONA HERITAGE CAMPAIGN

Four decades of diluting Corona’s ethnicity left the brand in an identity crisis. People have simply forgot that it’s a Mexican import. To change this, we built a new platform to reclaim its soul. This is Corona’s first work acknowledging and embracing its roots.

No white sand. No turquoise water. No celebrities. We reimagined a classic American song to impart cultural nostalgia and empowerment. We endeared ourselves to the Mexican American community by evolving Corona’s tagline from, “La Vida Más Fina (The Fine Life),” to “La Vida Más Fina es Nuestra (The Fine Life is Ours)." The campaign came to life across TV, social, and radio.