¡Viva México! / Corona is a thoroughly Mexican brand – it has been 100% brewed in the Mexico for nearly 100 years, and is the country’s most valuable brand worldwide. Previous campaigns by the Corona have celebrated its place of origin, such as the Plastic Fishing campaign, which supported local fishermen to clear plastic from Mexico’s beautiful beaches.
Native Sportscasters reinforces its positioning as a Mexican beer in a more unconventional way, by catering to under-served parts of Mexico. This move works for the brand – over a fifth of its sales in the country are in regions with indigenous communities. As Alejandro Gershberg, Corona Mexico’s communications director, told Contagious in an interview: ‘Corona is the most democratic brand that we have in Mexico and we really just try to speak to everyone in the country over 18 years old.’
Inclusivity for Impact / Brands who want to emphasise their inclusivity have to do more than make a statement – they are expected to solve problems for people. As Vicki Maguire, chief creative officer, Havas London, told us in our Inclusivity for Impact Trend report, ‘You should be making work that is going to change lives, even if it’s just for one or two people.’ Indigenous Mexicans face exclusion in many areas of life. This campaign, though it served a comparatively small amount of people, touched their lives in a meaningful way. Gustavo Lauria, founder and chief creative officer of We Believers, said in a statement: ‘People from all backgrounds came and most of them openly shared with us how meaningful it was to have the opportunity to represent their communities with their voices.’
Back of the net / Corona sponsors the Mexican national team – this campaign elevates its sponsorship beyond hoardings and shirt logos. Millions across the country tuned in to watch their team qualify for the World Cup. For those that could only access the match as a result of Corona’s initiative, the magic moment will forever be associated with the brand.
Creating meaningful experiences for football fans is something Corona does well. In a recent campaign, El Clásico de la Historia, the brand painstakingly created a football match out of historical footage, after Covid-19 restrictions deprived the world of live sport. The effort, care and thought that was put into both campaigns shows a brand that not only understands football fans, but that is on their side too.
