Corona is a brand that has been encouraging Mexicans to break down their physical and mental boundaries, motivating them to overcome obstacles. It is a brand that always pushed us to advance, progress, go forward to give our best.

The COVID-19 pandemic meant for everyone the largest invisible border: a wall that prevented us from being in contact.

In many districts, the sale of alcoholic beverages began to be limited to promote social distancing. In a difficult context, in which in many places we could not accompany Mexicans as always from our products, we wanted to continue to be there, encouraging them to be their best version even at this very particular moment.

We were challenged to find a way to be part of the solution, helping Mexicans in this difficult time, encouraging and putting ourselves at the service of the people from a place that only Corona could do.

We transformed our historic “Corona Extra” into “Gracias Extra”, a platform to support the Mexican Red Cross and to thank the medical staff for their work, tireless effort and dedication to keep us all safe.

We had been monitoring social humor to understand from what we could do for help. We were very struck by a tweet published by Fabiana Zepeda Arias, the head of Nursing at the Mexican Institute of Social Security (IMSS). In that post, @jefafabiana invited citizens to reflect on the attacks that medical personnel received and encouraged them to join forces to support them.

This situation was the trigger that gave rise to our initiative. Corona is a brand that has always encouraged Mexicans to overcome adversity. At this time we had the opportunity to unite Mexicans to overcome this difficulty together, giving essential doctors and personnel, that is, true heroes, the recognition they deserved.

The #ThanksExtra platform was huge and included multiple actions at many touchpoints.

In addition to various donations and medical equipment, our entire trucking and logistics service was also made available.

We launched a campaign on TV and Digital recognizing the true heroes who crossed all borders to save lives, inviting all Mexicans to join in this recognition.

Through celebrities and influencers of great national relevance from the world of sports, entertainment, we invite the more than 120 million Mexicans to come out every day at 8 PM to applaud on their patios and balconies to thank the health personnel.

We also decided to modify our production line, launching a limited edition Corona Cero can, in which our classic Corona Extra logo became “Thanks Extra”. A different can, whose price was set by anyone who wanted to collaborate.

All proceeds were donated to the Mexican Red Cross.

Almost 1MM Cans Sold

3.7 MM Earned Impressions.

4.5 MM Collected to help

31% Engagement Rate.

+5% volume uplift

2% Digital ROI increase

Through an action of national relevance, we united the 127 million Mexicans and gave them the possibility to collaborate from wherever they wanted and could, making #GraciasExtra synonymous with gratitude towards health heroes.

#GraciasExtra was one of the acknowledgments with the most repercussions at the national level: it exceeded by more than 85% the average monthly reach of the brand and had an Engagement Rate of 31% (vs 1.53% Industry Benchmark) and, above all, we achieved demonstrate what we Mexicans are capable of when we unite.

We achieved an organic amplification in PR equivalent to the value of 2.8M MXN