Corona Sunbrew isn't the story of an ad campaign. It’s the story of a proactive product idea by the agency that skyrocketed Corona to lead sales in the no-alcohol beer category despite competitors’ four-year head start.

Background

Mindful drinking is A THING in culture around the globe, as people increasingly seek a more balanced lifestyle. 25% of people in the UK are cutting back on alcohol, and alcohol consumption has decreased to the lowest levels seen in 50 years in Australia. Striving for moderation, they drink less frequently – last year, Canada has seen a 19% growth in no-alcohol beverages, outpacing the global market by 9pp.

No-alcohol beer: what was once a niche product, stigmatized for its taste and image, is now having its moment. A US$ 20.4 Bn market globally, it is forecast to more than double in size within the next ten years, reaching US$ 43.6 Bn by 2032. Although an undeniable opportunity for growth, Corona had yet to enter the game.

Creative Challenge

Other beer brands were faster to make a mark in the no-alcohol trend, with players such as Heineken and Molson-Coors beating us in launching their 0.0% alcohol versions. In an increasingly crowded market, just being 0.0% abv was not enough to cut through.

How do we take on the no-alcohol challenge in a way that only Corona could?

Solution

The Corona masterbrand is rooted in getting people to disconnect from their routine and reconnect with their essential nature. It encourages people to spend more time outdoors, enjoying the simple pleasures of life (Appendix 1).

A cultural tension relevant to this brand ethos is that due to grueling working hours, poor weather conditions, or the pandemic, society has been inside more than ever before. People weren’t spending enough time in the sun. In fact, according to Harvard University, over 1 billion people globally have vitamin D deficiency. This is even worse in our launch market of Canada, a northern country that gets less sun than much of the world. Low Vitamin D can compromise bones, immune system, and mental health.

From the intersection between cultural tension and brand truth, a proactive product innovation idea created by the agency was born and brought to life with our clients in true partnership:

Corona Sunbrew 0.0%, the first-ever no-alcohol beer infused with vitamin D – offering people Sunshine, Anytime, with 30% of the recommended daily value of vitamin D in every bottle.

Execution

The liquid was conceptualized to preserve the essence of Corona’s taste while infusing the properties of vitamin D. With Corona Sunbrew, people now could enjoy “Sunshine, Anytime:” by not only experiencing the power of the sun anytime, but also drinking it anytime due to being a no-alcohol beverage.

A creative campaign was created to support the launch anchored on the transformative power of the sun to make your days brighter.