The Corona family of brands has teamed up with Puerto Rican reggaeton sensation and crossover artist Bad Bunny to diversify the perspective reflected in its new campaign, “La Vida Más Fina.” With his ability to overcome barriers and transcend stereotypes, Bad Bunny brings an authentic voice and allows the nearly 100-year-old brand to stay true to its Hispanic roots. The campaign tagline is intentionally in Spanish, symbolizing a heightened recognition of Corona’s heritage and the growing Hispanic population in the United States.
This collaboration with Bad Bunny represents the continuation of a relationship that first began in 2019, when Corona Estéreo Beach served as the presenting sponsor of the second leg of the artist’s X100PRE tour, which presented 20 sold-out concerts in major cities across the U.S. Bad Bunny’s career has been characterized not only by his creativity and the quality of his art, but also by his ability to crossover into the mainstream and constantly break international barriers, leaving his indelible mark on music and culture.
“I love that the campaign stays true to Corona’s Hispanic roots and embraces the unapologetic way I live my life,” Bad Bunny said.
As the slogan on every bottle says, Corona is crafted to be La Cerveza Más Fina, “the Finest Beer,” and the new campaign takes this philosophy a step further. 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.
“We are excited to further our partnership with one of the hottest artists in music today, international superstar Bad Bunny,” said Ann Legan, vice president of brand marketing, Corona. “In addition to Corona and Bad Bunny’s shared Latino heritage, we felt his vibrant and colorful personality are a perfect embodiment of the La Vida Más Fina lifestyle.”
“La Vida Más Fina” is the first campaign designed to unite the Corona brand family and celebrate a modern expression of the Corona lifestyle and its respected place in culture. The fully integrated campaign launched in August 2020 with entertainment icon Snoop Dogg and will continue to appear on Corona’s social channels with a dedicated Giphy library, digital support, PR and :15 and :30 television commercial spots.
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