Teaming up with a brand like Corona to encourage people to find more good in life, that’s La Vida Más Fina.” “And with everything going on in the world, that’s a perspective people really might need to hear right now. “You can’t choose everything in life, but you can still choose to find the fine in life,” Snoop Dogg said. Translated as “the Fine Life,” La Vida Más Fina encourages people to explore the fundamental truth that more fulfillment and joy can be found in just about anything, simply by changing one’s outlook. The fully integrated marketing campaign marks a refreshed take on the Corona lifestyle and an evolved, more optimistic tone for the brand as it continues to honor the OG classic Corona Extra while also growing to introduce Corona Hard Seltzer and other innovations.Īs written on every bottle, Corona is crafted to be La Cerveza Más Fina, “the Finest Beer,” and the new campaign takes this philosophy a step further. The Corona family of brands has teamed up with entertainment icon Snoop Dogg to debut “La Vida Más Fina,” its first campaign designed to unite the Corona brand family. The beer targets what Constellation calls “modern traditionalists,” which includes country music fans but also people who want to drink a “good beer … with their friends and family,” John Alvarado, senior VP of brand marketing for Constellation’s beer division, said in an interview.The renowned beer teams up with the entertainment icon to introduce a refreshing new perspective. The brew is named for two-lane roads, the kind that lead to “secret fishing holes, secluded campsites, dive bars-ultimately wherever and with whomever you feel most at home,” according to a press release. ![]() Bryan appears in the ad singing his hit “What Makes You Country.” His signature is also on cans. The beer is hitting shelves now in Tennessee, Alabama, Georgia, Florida, North Carolina, South Carolina and Virginia. “Snoop Dog is the first of many ‘Relaxed Mavericks.’ With each iteration of the campaign, there will be a different cultural icon extolling the virtues of easy living and how Corona fits into their lives.” The campaign, which has been under development for a while, will also include Zoe Saldana and pro golfer Rickie Fowler, among other celebs. The goal of “La Vida” is to tap into an “ensemble of personalities that embody the Corona vibe,” she stated. The brand is not planning to pull the plug on its long-running “Find Your Beach” tagline, which the spokeswoman said will “still be used as a legacy tagline in marketing.” ![]() MullenLowe LA is also behind an ad for a new beer Constellation is selling in the South called Two Lane American Lager that is backed by country music star Luke Bryan.Ĭorona continues to work with longtime agency Cramer-Krasselt and WPP’s Cavalry. The campaign, which is expected to break in May, comes from Interpublic’s MullenLowe in LA, which recently won a spot on Constellation’s agency roster.Ĭonstellation showed a rough cut of a TV spot starring Snoop to its distributors this week at its annual wholesalers meeting in Las Vegas, where it previewed its 2020 marketing plans. The saying, which translates to “the finest life,” is “the antidote to living in an ‘always on’ world,” she stated. Corona is putting the rapper and weed aficionado in a celebrity-driven campaign called “La Vida Mas Fina,” a spokeswoman for brand owner Constellation Brands confirmed to Ad Age. Snoop Dogg is about to back an imported beer. ![]() Brand owner Constellation is also debuting a new brew called Two Lane American Lager, backed by country star Luke Bryan
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