In France, most people assume Corona is a flavored beer. To justify a premium price an inflationist context, the challenge for Corona was to reaffirm the brand's naturality and value in a way that got consumers to consider the brand and get them to connect with it on a more emotional level.

"The Corona Natural Bar – Tide Edition. A bar that celebrates the power and wonder of nature, the same nature that gives the brand everything it needs to make its beer…and decided when the bar opened!

Built from 100% natural or recycled elements, the bar was hidden from sight under the waves, off the Brittany coast, until the tide subsided and during a short window drinkers could enjoy a 100% natural corona in a 100% natural bar and location. Until nature called ‘time’, reminding all that mankind should adapt to nature, not the other way round."

Experience led beer drinkers care passionately about the things they love; their friends, travel, the environment, health & wellbeing. They choose brands that help facilitate these needs and love to share their experiences with their networks –getting involved and sharing it.

This audience equate products made with natural ingredients as ‘high quality’ and are prepared to pay a premium for them. Unlike other brands, Corona is exclussively brewed with natural ingredients.

To reach them, the brand needed to bring its natural ingredients story to life in way that would capture the imaginations of French drinkers.

After thorough scouting, R&D and extensive input from environmental and maritime authorities Brittany was defined as the perfect location. The bar was set at the heart of one of France’s most remote nature reserves and constructed with the utmost respect for nature, under the supervision of environmental authorities fully blending in its surroundings.

Careful attention was brought to the craft of the bar. Made of 100% natural elements, locally sourced. It was hidden from sight under the waves, off the Brittany coast, until the tide subsided and during a short window drinkers could enjoy a 100% natural corona in a 100% natural bar and location. Fully natural, bar was designed to disappear, and all materials were reused, recycled or returned to nature.

People were invited to brave the elements during the window during which the bar was open. The experience was also captured and relayed online to those who didn't.

"The experience was captured and relayed through an amplification campaign (PR, media and influence) and resulted in the most successful campaign for Corona France.

On an emotional level, consumers interacted and engaged with the content like no other campaign, view through rate (VTR) was 1.5 times superior to standard assets.

The campaign garnered 28M impressions, 8,2M views and had an overall positive sentiment of 96%.

More significantly, on a brand level, the campaign drastically increased consideration which jumped from 28.5 to 63.6 (+123%) and reversed a downward trend (source : TGI Brand tracking), showing that the campaign had an undeniable impact on the success of the brand. "