Corona debuts new brand platform La Playa Awaits
The beloved beer brand Corona unveils La Playa Awaits, a campaign embracing the Mexican beach mindset.
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On Major League Baseball’s Opening Day on March 27, Corona, the country’s most loved beer brand, will unveil La Playa Awaits, a new brand platform that focuses on embracing the Mexican beach mindset.
The Mexican beach mindset invites people to make the most of the present moment. It’s that pursuit of relaxation and contentment in all of life’s moments; that feeling of contentment you get when you’re looking out on the ocean with a Corona in hand and the people that matter most.
While the beach has been a constant companion in Corona’s brand year after year, La Playa Awaits is designed to overtly celebrate the power of the beach, while also signalling a shift in the role of the beach for Corona, from merely a backdrop in our most recent work, to a powerful mindset to live life more presently no matter where you are.
Credits
View on- Agency GSD&M/Austin
- Chief Creative Officer Jay Russell
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency GSD&M/Austin
- Chief Creative Officer Jay Russell
La Playa Awaits will come to life through a 60 and 30-second Anthem spot to help viewers truly understand the Mexican beach mindset, as well as a series of vignettes across TV, steaming, and digital platforms that demonstrate the unexpected situations, places and moments where the Mexican beach mindset can take hold.
Corona’s unapologetic love letter to the beach. This spotlights how the beach is more than a place, it’s a state of mind. The spot demonstrates the unique power of the beach to relentlessly throw us into the present, and how that same feeling is captured in every bottle of Corona.
Additional vignettes demonstrate the unexpected situations and clever ways people unlock the Mexican beach mindset, with the help of Corona.
Extension Cord Demonstrates the unexpected situations and clever ways people unlock the Mexican beach mindset, with the help of Corona. Features friends who are creating their own version of paradise on their building’s rooftop in the middle of summer.
Corona truly is the essence of the beach in a bottle. Each :15 product spot highlights the functional and emotional benefits that live within both Corona and its beach, with a clever VO that connects the two.
Playa shows the interchangeability of Corona and beach.
"Corona has always been about more than just a beer, it’s about the beach mindset,” said Jay Russell, chief creative officer at GSD&M. “La Playa Awaits takes that idea beyond the sand, proving that the feeling of effortless connection isn’t tied to a place, it’s a way of life. No matter the occasion, the mindset is always within reach."
