Corona is globally synonymous with sunsets and relaxation. The challenge, encapsulated in the global brief "Everyday Sunsets," is to solidify this connection as a daily occurrence, not just an occasional treat. In Peru, where the market is still developing for Corona, this global directive also takes on local significance. By promoting the idea that sunsets—and by extension, Corona—are daily pleasures, the campaign aims to transition the brand’s image from a premium, seasonal option to an everyday refreshment. This approach is designed to increase daily consumption and strengthen Corona's presence in the Peruvian market.

"Rent Your Sunset" creatively capitalizes on the universal appeal of sunsets by transforming everyday venues into unique branding platforms for Corona. The core idea is to intervene in the windows of selected businesses to frame and highlight the sunset outside, essentially 'renting' the sunset view and branding it with Corona. This intervention allows patrons inside to experience the sunset as an enhanced, Corona-branded moment, promoting a daily ritual of enjoying a Corona during the sunset. This simple yet powerful visual modification aligns with Corona's global identity associated with relaxation and nature.

The strategy was twofold: partner with businesses that command high daily traffic and are frequented by our target audience, and enhance the natural moment of sunset without being invasive. This approach ensured that Corona was present in a way that added value to the sunset experience, aligning the brand with moments of relaxation and connection with nature. The campaign was further amplified by a robust digital and influencer strategy, where influencers popular with our audience encouraged both business participation and consumer attendance, driving traffic to these sunset spots to enjoy Coronas.

The "Rent Your Sunset" campaign was launched in the summer of 2023 and has since been active across 16 cities in Peru, with plans for expansion both nationally and internationally. The execution involved setting up a dedicated website, www.rentyoursunset.com, to recruit venues with the best sunset views. After selecting the most suitable locations based on traffic, popularity, and target audience affinity, we customized their sunset-facing windows with Corona branding. Participating venues were compensated with free Corona beers, which they offered to their customers during sunset hours. This strategy not only increased the venues' foot traffic and customer satisfaction but also significantly boosted Corona's brand presence. The campaign's scalability and low cost make it a potent model for broad implementation, proving to be both simple and effective.

- New Media: + 300 Sunset Spots

- Scalability: 16 Cities (until now)

- Reach: + 800 K people monthly

- Impressions: + 100 M the first month

- Consumer retention (time): + 20% Increase

- Website traffic: + 90 K visits

- Corona + Sunset association: + 25% Increase