CHICAGO, May 22, 2024 (GLOBE NEWSWIRE) -- With summertime just around the corner, the Corona family of brands is welcoming โCorona seasonโ with a vibrant evolution of its โLa Vida Mรกs Finaโ campaign. The new campaign highlights the bilingual acting talents of Emmy Awardโnominated and SAG Awardโwinning actor Pedro Pascal. Pascalโs playful delivery and laid-back style punctuates the core theme of the campaign that La Vida Mรกs Fina (translated as โThe Fine Lifeโ) is a state of mind โ an active choice to let go and find the fine in life all around you.
โIโm proud to partner with an iconic brand like Corona,โ said Pedro Pascal. โWorking with Corona is a reminder to sit back, let go, and appreciate the moment, and I couldnโt be more proud to help define the next chapter of La Vida Mรกs Fina.โ
As is printed on every bottle and can, Corona is crafted to be La Cerveza Mรกs Fina (the finest beer), and the campaign brings this classic positioning to life in bold new ways. Marked by several commercials, in both Spanish and English, and a comprehensive multiplatform rollout, the latest iteration of โLa Vida Mรกs Finaโ is a sweeping demonstration of the brandโs modern Latino ethos that redefines what it means to live the fine life.
โWe believe every Corona symbolizes the optimistic feeling you have when youโre on a beach, no matter where you choose to enjoy one,โ said Matt Lindsay, chief marketing officer at Constellation Brands. โPartnering with a talent like Pedro has added a new dimension to our โLa Vida Mรกs Finaโ campaign, marking an evolution in tone and bringing a fresh perspective that we hope will inspire people to let go of the stresses of modern life.โ
The new work is the fourth iteration of the Corona โLa Vida Mรกs Finaโ campaign, developed in partnership with creative agency MullenLowe. The campaign officially kicked off with a 30-second commercial, called โOne Manโs Journey,โ on linear TV during the NBA Conference Finals on May 21. The rollout will continue throughout the summer across multiple platforms, including streaming services, broadcast and cable TV, and social media.
To learn more, visit CoronaUSA.com, and refresh your perspective by followingย @CoronaUSA onย Instagram, X, and Facebook. Constellation Brands is the exclusive licensee and sole producer of Corona in the United States, DC, and Guam. Since 1925, the entire Corona portfolio has been and continues to be proudly brewed in Mexico.
As always, Corona encourages consumers to enjoy its products and relax responsibly.
About the Corona Brand Family
The Corona brand family is home to Corona Extra, Corona Light, Corona Familiar, Corona Premier, Corona Refresca Hard Tropical Punch, Corona Hard Seltzer, and Corona Non-Alcoholic. The entire Corona portfolio is brewed in Mexico by Constellation Brands and imported and marketed exclusively to the U.S. by the company. Corona Extra, the flagship brand of the Corona brand family, is a pilsner-style lager with a golden hue that was first brewed in Mexico in 1925. Corona embodies โLa Vida Mรกs Finaโ or โThe Fine Lifeโ as a modern expression of the brandโs lifestyle. The refreshing flavor and carefree attitude of Corona Extra holds a respected place in U.S. culture as the number one most loved beer brand.
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/31dabfe6-816b-4a2a-8604-2e81bf8db9f2
Media Contacts: Stephanie McGuane stephanie.mcguane@cbrands.com 312-805-2906 Erica Samadani erica.samadani@mullenlowe.com 424-738-6500
