For 30 years, Corona has been steadily building their beach and daytime equity in the U.S. But with that success came typecasting – especially among New Yorkers, who consume Corona primarily during very specific daytime beer-drinking occasions.

The problem is New Yorkers (a very important market for Corona Extra) most often drink beer at night. So, the objective was simple. Get New Yorkers to see the ultimate daytime beer as the ultimate night time beer.

New York City is an extremely important market for Corona Extra for two reasons: it’s highly visible, and it accounts for more than 15% of Corona Extra’s U.S. sales.

Media expenditures for the campaign were less than $500,000.

To remind New Yorkers that their beach can be anywhere or anytime, we created a once-in-a-lifetime lunar event: Luna Corona.

Working with some of the world’s top planetariums, we took one Manhattan billboard and aligned the actual moon as our iconic slice of lime. Then, we created a party out of it.

Custom sidewalk clings showed passersby where to stand to see our lunar phenomenon. Those who posted photos were reward with branded swag. And just like the ball dropping at New Year’s Eve, special Luna Corona parties at local bars right when the moon dropped into our bottle.

The campaign grew sales 7.9% in NYC, garnered 142,000+ views of the buzz video, collected 5,000+ “likes” on Corona Extra’s Facebook page and earned more than 100 unpaid media placements in the U.S. and abroad.

(It also helped that we dodged the very real possibility of rain and clouds ruining the event. Lucky, for sure.)

The campaign was so successful in building buzz in NYC that Corona decided to extend the outdoor buy for an additional month.

For New Yorkers, beaches just aren’t easy to get to. The closest legitimate beaches are as far away as Long Island or the Jersey Shore.

So, we took this as an opportunity to remind them that they don’t need to be on a beach to find their own beach-y, relaxed state of mind. Doing so by giving a whole new twist to three of our brand’s biggest assets: the beach, our sweaty Corona bottle and nice slice of lime. Then creating a one-of-a-kind party out of it.