Corona launches its new 'This Is Living' global brand platform

18th May 2016

Lager brand CORONA has launched its new 'This Is Living' global brand platform.

The campaign taps into "the universal desire for freedom, the brand wants to inspire people to go outside and live more moments that matter".

‘This Is Living’ out of home activity kicked-off this week in the UK with a multi-platform campaign featuring one thousand national roadside 48 sheets, one hundred 48 sheets across the London Underground, and large digital format roadside adverts across London and Manchester.

Supporting the campaign and maximising on this year’s Summer Solstice on 20th June, CORONA will launch a large format digital out of home activation with a Summer Solstice specific creative, running from midday until midnight on the 20th, across London and Manchester.

Andre Finamore, Marketing Manager Corona UK, says: "At CORONA we want to encourage people to leave everything else behind, step outdoors and start enjoying more of the moments that they live for – making a summer campaign a natural fit for the brand. Our out of home campaign will help amplify our ‘This is Living’ brand ethos and support a host of exciting summer activity planned for 2016.”

Thiago Zanettini, Global Corona Vice-President at Anheuser-Busch InBev, says: “We are excited to launch ‘This Is Living’ - our new brand ideal truly shows what CORONA stands for. With so much of our time spent indoors, we as a brand want to capture the desire to disconnect in order to reconnect and re-energize, a sentiment that resonates with our consumers on a global scale. ‘This Is Living’ will celebrate the authentic, simple, and beautiful moments in life spent outside.”

Mark Bernath, Executive Creative Director at Wieden+Kennedy Amsterdam – the agency who created the campaign, says: “Corona’s new creative positioning is an evolution of the brand’s iconic style - it’s still visually guided by the beach as it has always been, only now we are bringing more meaning to the reasons to go there. This is living is the articulation of that feeling we have when we find ourselves in awe of where we are. Our feet in the sand. A Corona in our hand. And space to breathe."

Alongside the UK, the campaign will roll out across Europe, South America, Asia Pacific and North America (excl. USA). Fans can view the campaign now at
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