This idea is relevant for Creative Commerce because it creatively uses a basic product feature—the bottle timestamp—to drive engagement and sales. By promoting sunset enjoyment through the timestamp, the campaign adds value to Corona beer and encourages shopkeepers to actively participate. The concept of shopkeepers searching for specific bottles tied to their city's sunset time makes the campaign interactive and memorable. This approach demonstrates creative commerce by leveraging existing product elements to create unique experiences, increase brand interaction, and ultimately boost sales and loyalty.

2023 proved to be one of the toughest years for the Colombian economy. Inflation soared to its highest level in twenty-three years, consumer confidence plummeted, and spending contracted due to high interest rates and reduced disposable income.

To navigate this challenging environment, we made a strategic decision to leverage our greatest asset: Bees, the B2B platform of AbinBev, to reverse negative sales trends. Consequently, we chose to center our campaign around our shopkeepers for the first time, allowing them to experience a taste of the Corona world that we have long promoted to our consumers.

2023 proved to be one of the toughest years for the Colombian economy. Inflation soared to its highest level in twenty-three years, consumer confidence plummeted, and spending contracted due to high interest rates and reduced disposable income.

To navigate this challenging environment, we made a strategic decision to leverage our greatest asset: Bees, the B2B platform of AbinBev, to reverse negative sales trends. Consequently, we chose to center our campaign around our shopkeepers for the first time, allowing them to experience a taste of the Corona world that we have long promoted to our consumers.

Every bottle of Corona beer worldwide features a unique timestamp indicating its brewing time, with some brewed specifically at sunset—a moment we want to claim as our own.

We made the timestamp on Corona bottles the centerpiece of our campaign, reminding shopkeepers of the ideal time to promote our beer.

Using our bottles as the perfect medium to promote the best drinking time, without printing additional in-store materials, we connected with shopkeepers, giving them the chance to experience the Corona world for the first time and executed the biggest loyalty campaign on a global platform

Corona has created its own world, defined by beaches, relaxation, paradises, and captivating sunsets. However, this idyllic reality is often experienced solely by consumers, while those responsible for promoting and selling our beer remain distant from this ambiance.

Therefore, for the first time, we've prioritized our retailers as the primary channel rather than the last, developing a B2B strategy that engages them and highlights the sunset as our key asset. This initiative gave rise to 'Sunset O' Clock': beginning with Bees, we encouraged all our grocers to identify and promote beers marked with the sunset in their inventory, offering them opportunities to win trips, accommodations, and festival tickets.

Through this cost-effective strategy—without altering our product—we launched Corona's most extensive loyalty campaign, impacting over 1 million shopkeepers.

We utilized the existing timestamp on every bottle of Corona beer worldwide, without any investment or in-store printing material, as the centerpiece of our campaign. Our bottles served as the perfect medium to promote the best drinking time—sunsets.

This approach allowed us to connect with shopkeepers, giving them the opportunity to experience the Corona world firsthand, while also executing the largest loyalty campaign on a global platform.

Shopkeepers / Bees

•1MM USD incremental net revenue in a month

•+12K shopkeepers participating / photo sharing. Most engaging Bees campaign in 2023

•17% premium mix in POCs participating (Country Average 10%)

Media / reach

•ROI $1,89. 2nd highest ROI for Corona in 2023. +0.5 vs total Corona Brand.

•Influencers impressions 6.6 MM

•Free press reach 15MM

•Social media value 1.8 MM usd

•+1,5 MM bottles reminding to enjoy the sunset.

•Only 2% of the 2023 budget allocated in the campaign

Consumers – DTC TaDa

•67% Uplift Net Revenue vs Last Year

•Roas 4,91 / Brand average 2,2

•Best month for Corona ever in TaDa 190K USD NR. Monthly average 2023 100K USD.

•157% overachievement December TaDa target.

•4500 new customers. Best month for Corona. Monthly average 2900.