PR > PR: Sectors

SUNBREW

DAVID, Miami / CORONA / 2022

Awards:

Silver Cannes Lions
CampaignCampaign(opens in a new tab)
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Overview

Credits

Overview

Why is this work relevant for PR?

Corona Sunbrew 0.0% is the first-ever non-alcoholic beer infused with vitamin D, something never seen before in the beer category, and it’s the result of 2 years of R&D. Much more than just a campaign, Sunbrew was born knowing that there are 1 billion people worldwide who suffer from vitamin D deficiency. Corona’s goal was to hit 500 million PR impressions with the announcement of Sunbrew, but the project surpassed that KPI in only two days; in total, Corona garnered nearly 4.8 billion impressions during its launch week, the most significant PR initiative ever in the history of the brand.

Background

From grueling working hours to little time off from indoor offices, living in cities with low sun exposure, or the pandemic, people around the world aren’t getting as much sun as they should. Over 1 billion people worldwide have vitamin D deficiency and Corona, a brand rooted in the sun, had to do something about this. The objective was to make the feeling of the sun tangible and launch Corona Sunbrew 0.0%, a proactive innovation that would become the world's first non-alcoholic beer infused with vitamin D. Once Sunbrew 0.0% was rolled out, the global KPI was to hit 500M earned impressions and 5-8M earned impressions in Canada, the launch market, by the end of the first week.

Describe the creative idea

Whether due to working inside, weather conditions, or the pandemic, society has been inside more than ever before and this sun deprivation has physical consequences, including the lack of vitamin D in people’s bodies, affecting over 1 billion people. The sunshine vitamin is essential for strong bones, the immune system, and even fighting depression so Corona, a brand rooted in the sun, had to do something about it, and we did by launching Corona Sunbrew 0.0%, the first-ever non-alcoholic beer infused with vitamin D, offering Sunshine Anytime to people with 30% of the recommended daily value of vitamin D in every bottle. Corona Sunbrew 0.0% was intentionally launched first in Canada to offer Sunshine Anytime during the darkest season of the year.

Describe the PR strategy

The PR strategy behind Corona Sunbrew 0.0% was spot on. The main asset was the product itself, which took over 2 years of development and was first of its kind, this was supported by the Sunshine, Anytime campaign assets, which emphasized the transformational power of the sun and of this new product innovation. The launch of the product occurred during the coldest, darkest months of Canada’s winter, precisely when people need vitamin D in their bodies and can’t get it outside. Then, we went after marketing and advertising publications to talk about Sunbrew, after that, we went after food and beverage publications to explain our product and last, but no least, lifestyle publications.

Describe the PR execution

Corona Sunbrew 0.0% was the result of 2 years of R&D, so it’s fair to say that the main asset is the product itself. Once the product was finally done, it was time to work on its launch. The product launch took place on December 2021, then on Jan 5th once we established distribution, we went live with a public press release and we got tons of attention from media vehicles and the public. Paid media only started on March 28th and went until May 8th. We had 861 total placements, almost 4.8bi impressions, 100% message pull through, 99% positive sentiment.

List the results

Corona’s goal was to hit 500 million PR impressions with the announcement of Corona Sunbrew 0.0%, but the project surpassed that KPI in only two days; in total, Corona garnered nearly 4.8 billion impressions (as earned media, without any media investment) during its launch week, the most significant PR initiative ever in the history of the brand. Sunbrew 0.0% sold out all 100k liters produced in Canada at launch in just one month and became an instant success on all social platforms, with 93% positive sentiment on social media and 100% key message and brand mention pull through. Until the end of 2022, Corona is projecting to sell 6.7M bottles of Sunbrew 0.0% in Canada, delivering the equivalent of almost 28,000 extra sunny days. Sunbrew is also bound to be on shelves next across Europe, Asia, and South America, in order to spread even more sunshine worldwide. We also got media coverage from the most important media vehicles in and outside Canada, in countries such as Brazil, United States, England, Australia and much more.

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