When people had no strength left, they brought out more to help each other.

In Mexico, we call this: “Giving the extra”.

We decided to “Give the Extra” too, rebranding Corona Extra to Mexico Extra and no longer saying “The finest beer”, but claiming with pride “We always can”.

At the same time, we wanted to immortalize the new mexican union and fuel its spirit.

We found nothing better to do it with, than with the power of music.

That’s why we united top artists of contrasting styles to create “Este espíritu” (“This Spirit”), an original song and video that encouraged all mexicans to keep giving the extra.

As we were inspired by people from every background working together, we collaborated with famous musicians of completely different styles to remind the whole country this spirit should stay with us forever.

Our goal was to produce, over a short period of time, a timeless campaign.

We released in all media. Mexico Extra cans were available for purchase in less than a month after the earthquake. And a few weeks later, we launched the Este Espíritu original song and video, both broadcasted on the main radio and tv stations and in the artists’ and the brand’s digital channels.

3 million Mexico Extra cans were sold, raising up to 1.5 million dollars for the reconstruction of our country.

Este Espíritu became a #5 hit in the Mexican radio, reaching more than 15 millions plays on Spotify, more than 18 million views on Vevo, and more than 20 million Youtube visitors. To round up Este Espíritu’s success, the artists were invited to the Latin Grammys.

As a result, the Giving the Extra campaign achieved 2.3 million dollars in free press.

And, most of all, it helped Mexico rise again through Giving the Extra.