A Fresh Face for a Classic Brand
Corona, the globally renowned beer brand, has embarked on a new journey by appointing Pedro Pascal, the celebrated actor known for his roles in “The Mandalorian” and “The Last of Us,” as their global ambassador. This strategic move not only brings a fresh face to the forefront but also signals a deeper connection to the brand’s Latino heritage. Pascal’s involvement in the ‘La Vida Más Fina’ campaign marks a significant shift in both creative direction and brand strategy, aiming to resonate with a broader and more diverse audience.
The Insight: Embracing Cultural Roots
At the core of Corona’s revamped campaign is the insight into the modern Latino experience. Pascal, who has a rich Latino background, embodies the cultural duality many Latinos navigate daily. Born in Chile and raised in the United States, Pascal’s bilingual and bicultural upbringing makes him an ideal representative for Corona’s mission to embrace its Latino roots while appealing to a global audience.
Pascal’s personal connection to the campaign is evident in his own words: “There is cultural significance as far as my Latino roots are concerned…always an English and Spanish-speaking life. I love the expansiveness of just working with a very accessible beer and doing a campaign on its behalf in both English and in Spanish.” This personal touch aims to create a more relatable and authentic brand experience for consumers.
The Strategy: A Bilingual Approach
Corona’s decision to pivot from Snoop Dogg’s laid-back, beachside charm to Pascal’s culturally rich and dynamic persona is strategic. The ‘La Vida Más Fina’ campaign, originally launched in 2020, needed a fresh approach to remain relevant and engaging. By introducing Pascal, the campaign taps into the growing influence and pride of the Latino community.
The bilingual nature of the campaign is a strategic move to enhance accessibility and inclusivity. Advertising in both English and Spanish allows Corona to reach a wider audience, catering to the diverse linguistic landscape of the United States and beyond. This approach not only broadens the brand’s appeal but also strengthens its connection to its cultural roots.
The Creative: From Laid-Back to Lively
Directed by Craig Gillespie, known for his work on “I, Tonya,” the new commercial features Pascal in a whimsical, almost fantastical journey back to the beach. The film captures Pascal wandering through various settings—bars, restaurants, town centres—only to be constantly drawn back to the allure of the beach. This creative direction signifies a shift from the static, relaxed scenes with Snoop Dogg to a more dynamic and engaging narrative with Pascal.
Pascal’s involvement adds a layer of sophistication and charm, reflecting his own persona and elevating the brand’s image. The commercial’s vibrant and lively tone aligns perfectly with the ‘La Vida Más Fina’ tagline, suggesting that the finest life is one filled with passion, culture, and a touch of fantasy.
A New Chapter for Corona
Pedro Pascal’s debut as Corona’s global ambassador heralds a new chapter for the iconic beer brand. By embracing a bilingual and culturally rich approach, Corona not only honours its Latino heritage but also positions itself as a modern, inclusive brand. The strategic and creative decisions behind the ‘La Vida Más Fina’ campaign highlight a deep understanding of their audience’s evolving landscape and a commitment to remaining relevant in a competitive market.
As the campaign rolls out, it will be interesting to see how Pascal’s unique blend of cultural authenticity and star power will influence Corona’s brand perception and market performance. One thing is clear: with Pascal at the helm, Corona is poised to live ‘The Finest Life’ indeed.
Source: https://www.globenewswire.com/en/news-release/2024/05/22/2886528/0/en/Corona-Unveils-Refreshed-La-Vida-M%C3%A1s-Fina-Campaign-Starring-Pedro-Pascal.html https://www.mullenloweglobal.com/news/work/bienvenido-pedro-pascal
