In Mexico, Corona is one of the best-performing beers. It has very healthy penetration (57.7%) and awareness levels (99.8%). However, in the last years, it has been experiencing a disconnection and affinity gap with its consumers. The unmistakable sign was the downward trend in its Brand Power, the most acidic measure of consumers' trust and loyalty to the brand.

The brief was to reset its positioning, create a new campaign platform and give it the space and tools to play a more significant role in the lives of all kinds of Mexicans.

The film begins in the year 1492, when the Spanish conquerors arrived in Mexico. From there, Mexicans are shown saying the word Mande (Boss me around), a word that the conquerors taught the Mexicans natives 500 years ago as a sign of subordination, and that to this day, Mexicans use on a daily basis to respond to anyone's call. Until a Mexican woman decides to do something that changes everything. She changes a letter: the E for O. From MANDE (Boss me around) to MANDO (I'm my own boss). From here we see Mexicans in different disciplines where Mexico is succeeding, while a voice invites them to stop using the word MANDE and reaffirms how Mexico is conquering the world. The film is narrated by Tenoch Huerta, a Mexican actor who recently worked on Black Panther.

The impact was overwhelming, people reacted to the message, we moved deep fibers of Mexican culture, a word used by so many automatically was being questioned at a big scale for the first time to make evident how much words can draw us down, but also empower us to shake any doubt stepping on our way.

After the launch of our cultural movement, Corona got an all time high of Brand Power, but also a 9% growth in sales vs last year, making clear that when a brand remains loyal to its purpose, but also makes people part of it, commands the category.

+70M views

+23MM interactions

+149 MM impressions

9% growth in sales