Corona is a brand that had the need to reinforce the attributes of beer given that in recent years communication was very focused on the ritual of the lime, life outdoors and its commitment to sustainability.

The objective of the brief was to build quality attributes through a campaign that is relevant to Argentines.

This last point is very important since, in general, Corona campaigns are campaigns worked globally, so, when executed locally, the relevance is much less given the little identification that it generates with the local.

That is why we seek to generate a creative idea that has an impact on the local media agenda, capitalizing on the debate on the front labeling law that requires brands to bring their ingredients to the front of their packs and clearly visible.

In Latin America, brands tend to hide the texts that show the ingredients that make up their products using tiny, almost invisible fonts. In a context of a heated debate about this way of displaying (or rather hiding) the ingredients of most food and beverage brands, Corona decided to display the back of its bottles and hide the logo, bringing to the front that it is made 100% with natural ingredients.

The strategy of the creative idea was to be able to get on the most relevant conversation that was taking place in Argentina: a new labeling law that forced brands to bring the ingredients to the front of the label. Based on this observation, we decided to create an idea that would position us as a brand that takes the lead, turning the bottle around in all points of sale and ecommerce channels. To publicize the idea, the amplification and PR strategy was key, since we generated an idea that focused on the media agenda at that time.

In Latin America, brands tend to hide the texts that show the ingredients that make up their products using tiny, almost invisible fonts. In a context of a heated debate about this way of displaying (or rather hiding) the ingredients of most food and beverage brands, Corona decided to display the back of its bottles and hide the logo, bringing to the front that it is made 100% with natural ingredients. The idea was executed in OOH, Print, Social Media, e-commerce and Retail.

The campaign showed such an impact and great results in Argentina that many other markets decided to apply it.

Starting from Colombia that launched some weeks after than Argentina.

Earned media + $150.000 usd.

Reach 30 MM

Impressions 44MM

Sentiment 96% positive (benchmark 71%)