After the earthquake, when Mexicans had no strength left, they brought out more to help each other. In Mexico, we call this: “Giving the extra”.

Corona wanted to take the spirit of the tragedy to bring people together in an effort to rebuild. We decided to “Give the Extra” too, starting with the most important thing we have: our name.

We rebranded Corona Extra to Mexico Extra. No longer saying “The finest beer”, but claiming with pride and to the whole country “We always can”.

Removing the name from our can was a symbol showing the tragedy was not about Corona, it was about rebuilding and encouraging Mexicans to keep their high spirit.

We produced 3 million Mexico Extra special cans that were available for purchase less than a month after the earthquake.

The limited-edition cans and the Corona Extra cans had the same design, style elements and materials. We just changed the name and tagline on the latter to make our message stronger.

This small change in the design transformed our cans into a powerful way to help build strong goodwill for the brand instead of a heavy-handing campaign. By changing our packaging, we truly aid in the relief effort.

The campaign achieved 1.2 million dollars in free press and 100% of the “Mexico Extra” sales were donated, collecting 1.5M Dollars for the reconstruction of the country.

Each sell was an investment in Mexico and Mexican pride. With a truly act by Mexico’s most iconic brand, we made Mexicans spirit lift just seeing the can.