this creative idea that is part of the media agenda, given that in Argentina one of the most commented news items was the debate on the new front labeling law.This law requires brands to carry their ingredients on their foreheads. Although at that time it was only a debate, today it is a law. From Corona we found the opportunity to be the first brand that leaves its logo on the back and shows the natural ingredients to the fore. This caught the attention of the media that turned the action into news, using Corona as a transparent brand.

Corona is a brand that had the need to reinforce the attributes of beer given that in recent years communication was very focused on the ritual of the lime, Outdoor life and its commitment to sustainability.

The objective of the brief was to build quality attributes through a campaign that is relevant to Argentines.

This last point is very important since, in general, Corona campaigns worked globally, so, when executed locally, the relevance is much less given the little identification that it generates with the local.

That is why we seek to generate a creative idea that has an impact on the local media agenda, capitalizing on the debate on the front labeling law that requires brands to bring their ingredients to the front of their packs and clearly visible.

In Latin America, brands tend to hide the texts that show the ingredients that make up their products using tiny, almost invisible fonts. In a context of a heated debate about this way of displaying (or rather hiding) the ingredients of most food and beverage brands, Corona decided to display the back of its bottles and hide the logo, bringing to the front that it is made 100% with natural ingredients.

The strategy of the creative idea was to be able to get on the most relevant conversation that was taking place in Argentina: a new labeling law that forced brands to bring the ingredients to the front of the label. Based on this observation, we decided to create an idea that would position us as a brand that takes the lead, turning the bottle around in all points of sale and ecommerce channels. To publicize the idea, the amplification and PR strategy was key, since we generated an idea that focused on the media agenda at that time.

When we executed the creative idea of REVERSE LABEL, we sought, through opinion leaders, to join the media agenda that was taking place at that time: the debate for a new national ingredient labeling law. That is why we quickly managed, through voices and content related to the theme, to contribute our point of view, being the first brand that brings its ingredients to the fore.

The campaign showed such an impact and great results in Argentina that many other markets decided to apply it.

Starting from Colombia that launched some weeks after launched in Argentina.

Earned media + $150.000 usd

Reach 30 MM

Impressions 44MM

Sentiment 96% positive (benchmark 71%)

Budget:

ANNUAL USD 2,1M

ZBB REVERSE: Non Media USD 1K / MEDIA USD 7K

ZBB OASIS: Non Media: USD 5K / MEDIA USD 260K