In a context where Latin America was discussing the information that food and beverage brands provide about what people consume and in turn the debate on the front labeling law that forces brands to place their ingredients on the front of their packs . It was essential to implement a strategy creative enough to make it clear that Corona has nothing to hide because it is made with 100% natural ingredients. The strategy was to get ahead of the law by bringing our ingredients to the fore in an impressive way

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, life outdoors 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 are 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.

Corona is a brand that builds brand value through outdoor life, caring for nature and sustainability. That is why, in 2021, with the aim of creating differentiation and premiumness, it needed to communicate to its target audience "NATURAL LOVERS", how it was made.

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 make a campaign that provokes an impact locally, that is why we decided 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 e-commerce channels. To advertise the idea, the amplification and PR strategy was key, since we generated an idea that focused on the media agenda at that time.

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 later 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