Throughout the 2010s, our in-house partner Nachtlab Agency helped Corona to reposition itself from a beer that is enjoyed on the beach to a beer that is enjoyed to celebrate the sunset. After all, whereas we don’t go to the beach that often, there is always a sunset near you, every day. In close collaboration with SFX, we created Corona Sunsets, a touring festival that travelled to 20 of the world’s most pristine beaches. From Australia and Chile to Mexico and China, Corona Sunsets has celebrated sunsets together with talents like Moby, Groove Armada, Todd Terry, Laidback Luke and Sam Feldt, performing for crowds of over 200,000 people in total.  

But we didn’t stop there. To roll out Corona Sunsets and to keep all executions around the world consistent with Corona’s brand bible, we produced a number of toolkits for Corona’s global headquarters. These toolkits were instrumental in briefing the local markets on how to execute their own local events. The toolkits were activated at 7,000+ local Sunsets celebrations around the world, all in honour of nature’s most precious daily moment. The decade-long activation of this worldwide experiential platform fueled the growth of Corona’s global market share in the premium beer category.