LA VIDA MÁS FINA ES NUESTRA

CORONA HERITAGE CAMPAIGN

Four decades of diluting Corona’s ethnicity has given the brand an identity crisis. People have simply forgotten it’s a Mexican import. So we built a new platform to reclaim its soul. This is Corona’s first work acknowledging its roots.

No white sand. No turquoise water. No celebrities. We reimagined a classic American song to impart cultural nostalgia and empowerment. We endeared ourselves to the Mexican American community by evolving Corona’s tagline, “La Vida Más Fina (The Fine Life),” to “La Vida Más Fina es Nuestra (The Fine Life is Ours)." The integrated effort features TV, social, and radio.