Corona’s artistic posters define the brand’s idyllic persona

A new, decidedly tasteful, Corona poster campaign gave us pause to reflect on the brand’s post-coronavirus marketing strategy, after it shared an unfortunate namesake with the deadly virus

Corona’s latest ad campaign by draftLine is evocative of all the right associations we’ve come to love about the beer brand: namely lime, beach, and sunsets. The resplendent scenes might be a cannier marketing move than they first appear, however.

A brief history

For the past 100 years (okay, ‘103’ if you’re being picky) the iconic elements referenced above have been at the centre of Corona’s brand world: a hallowed and unshakable aesthetic built on the coming together of universally loved memories.

Then, iconography be damned, a new foe emerged. The coronavirus sent the world into a frenzy in 2020, forcing the ultimate in negative naming associations. The Mexican beer brand, owned by AB InBev, was suddenly faced with consumer confusion and internet jokes.

Desperately in need of a beach lounger and a squeeze of lime, the marketing team resisted the temptation to escape on a lengthy vacation and instead leaned into its core appeal, pulling off an admirably pragmatic and innovative strategy.

Lockdowns, launches and longing

Corona doubled down on its well-established marketing approach, associating the beer with relaxation, escapism, and nature: counterpoints to the disaster at hand.

While some brands rushed to produce pandemic-related campaigns, Corona avoided direct references to the virus, instead reinforcing its positioning as the "beach beer" through digital and social content.

A key element of its strategy was doing what was immediately pragmatic: leaning into digital experiences. With bars and social gatherings restricted, the brand adapted by launching virtual campaigns and experiences that allowed consumers to engage with Corona from home.

Its #ThisIsLiving campaign continued its long-running lifestyle branding, featuring content encouraging a laid-back, outdoor lifestyle, even when travel was limited. The brand also made a canny partnership with delivery services, encouraging at-home consumption as bars and restaurants remained closed.

Its sponsorship of virtual events while physical gatherings were off-limits was a wise pivot befitting the new uses of technology the public was organically embracing. Launching Corona Sunbrew 0.0%, an alcohol-free beer with added Vitamin D, was another smart move for the lockdown generation.

Depicting tranquility

Right, where were we? That’s right, the new posters.

We love how the designers have leaned into Corona’s core principles, using as few elements as necessary. They even integrate the bottle smartly, as if it’s blending into the relaxing setting. Very on brand.

The series of sunset photography from across the world embraces all the natural colours and imperfect lime shapes synonymous with Corona.

Like all the best advertising posters, the result could also double as tasteful wall art. In a world over saturated with brand messaging, Corona has taken a strategy aligned with British Airways: create a beautiful, inspiring image that elevates the environment.

More importantly, however, the new posters come as the world has once again opened up and hopefully shaken off the negative brand associations around ‘coronavirus’... sorry, we meant ‘COVID-19’.