Marketing In The News: Corona's Solar Eclipse

By Zach Levesque

    "La Vida Más Fina", translates to "The Finest Life", as most commonly heard by beer brand Corona. Corona's campaign idea around this is the idea that you can find the fine in life even away from the beach. Now first hearing this I think thats stupid. Who is spending enough time at the beach for this to ever be true, Maybe I'm from the wrong background or I just like snowboarding to much. Although I sat and thought about it, trying to understand more to their slogan. I now sit here admiring Corona for the deeper meaning I got when I read between the lines. Right now as I am newly off to college and away from home and my family, I feel like this can pertain to me a lot. Finding the fine in the new school and town I live in even if I'm not at what i consider my beach. This is exactly why I chose Corona and there commercial "For Every Sunset", that has an incredibly strong sense of family and relationships as they are trying to find the perfect shot for the bottle.   

                                                  

                                           Ad:  https://www.adforum.com/creative-work/ad/player/34703962/for-every-sunset/corona                                            

    "Corona Turns Sun into Lime Slice During Solar Eclipse", Said AdForum. As the ad starts they give you background to what looks like is the setup of a photoshoot still not showing the viewer to much. As they go from Chile to Brazil to Uruguay it shows the first takeaway, family. The people filming this give the audience a sense of friendship and family. Next is the observation of how dedicated the people making this film were. If this isn't some natural marketing in its self for people to buy Corona I don't know what is. Lastly obviously is just the shots themself. The Corona Bottle in the sunset might not give the buyers the motive to want to go buy Corona that instant but is definitely a very cool picture and will most likely remind the viewer the next time the see some in the store. 

    The Value Proposition of Corona normally tends to follow the refreshing, beach side drink. They also try to follow the meaning of life is good. Now this is very generic but luckily Corona using lots of different slogans throughout there brand campaign that all convey the same thing but sounds different. 

    The relevance of this ad is to show the association of different backgrounds of photos to the variety of beer they have. For example the darker night background would advertise a darker beer compared to the sunny, bright background would associate with a lighter beer. You could presume that there is an issue with selling one of there varieties or there is one selling a lot better than another so they are trying to show viewers the different options they have. 

    In hopes to be unique from there competitors, Corona has posed a challenge on themselves to clean up 100 beaches holding a total of 1 million pounds of plastic. This ad helps reflect that challenge as they demonstrate the beauty of beaches and what there brand stands for. 

    If I was to be sitting on my couch at home watching TV and this commercial came on, it would grab my attention. The ad comes off very personal at first and grabs your attention do to the theme of film from behind the curtains. There is a sense of community you get from watching it that makes you feel like you are there with them helping take these shots. It becomes even more personal at the end of the ad when they all celebrate there product they just created and its unique in the way that it shows what would actually happen if people put there blood sweat and tears into creating something. Throughout this ad tho there is a specific buyer persona to the more adventures, traveling group. This buyer persona is very apparent not only from what the people are doing but from how they are dressed and what there physical attributes were. 

    

    I believe that this was a great example of high quality marketing because its unique. They have a why in the video. There not filming this because they have to and are forced to but because they are passionate about filming and taking beautiful photos. Although there was very unique thought behind the ad I would have added more interacting with the communities they were in and marketed corona in the community but also tried to convey there challenge of cleaning the beaches through this ad as it is shot outside and on a real beach with real people. I just feel like this was a missed opportunity. From this article I did learn that as it may seem like a fulfilled commercial in no way did they take every opportunity they could but what they did film was unique and smart to brand the variety of beer they have and the difficulty it seems took to be able to capture the look of a solar eclipse. 

Corona:  https://www.coronausa.com/