UPDATE: March 6, 2024: Regarding Corona’s work with Snoop Dogg, a spokesperson for Constellation Brands shared the following statement with Marketing Dive after this story’s publication: “After a great three-year run together, our Corona platform is moving in a new creative direction. We thank Snoop for his inspiration and true master of chill attitude that was embodied within the ‘La Vida Mas Fina’ campaign.”

Dive Brief:

• Corona has named actor Pedro Pascal as its new top brand ambassador, a bid at better promoting the beer as a modern Latino brand, according to news shared with Marketing Dive. 
• The first work with the star of “The Last of Us” and “The Mandalorian” is set to debut in May, with creative handled by MullenLowe Los Angeles. It will expand on a “La Vida Más Fina” campaign developed by the agency that launched in 2020
• “La Vida Más Fina,” which emphasizes beach-bound relaxation, was previously led by rap icon and prolific brand rep Snoop Dogg. While details were scant, Corona in the announcement said that Pascal’s involvement in its marketing “marks a shift in tone.” 

Dive Insight:

Corona’s new celebrity face is the man of the moment when it comes to inspiring internet memes and securing high-profile film and TV roles. Pascal, fresh off a major Screen Actors Guild Awards win, currently leads two streaming hits and recently landed a spot in Marvel’s upcoming “Fantastic Four” blockbuster. 

For Corona, partnering with the A-lister presents an opportunity not only to tap into consumer culture, but also to return to its roots as a beer brewed in Mexico (Pascal is Chilean-American). Corona is marketed by Constellation Brands in the U.S. while AB InBev sells the product globally. 

“The entire Corona familia is thrilled to give an official bienvenido to Pedro as we proudly welcome him to la playa,” said Saúl Trejo, director of brand marketing at Corona, in a statement around the news. “His impact on culture is undeniable, and as we continue to celebrate our shared heritage and assert our position as a modern Latino brand, there is no better partner than Pedro Pascal.” 

The ambassador pivot arrives as alcohol sales trends are shifting, with global offerings seeing stronger traction stateside. AB InBev’s Bud Light, which long held the spot as America’s top-selling beer, was unseated last year by Mexican lager Modelo Especial, also marketed by Constellation Brands in the U.S.

Modelo Especial’s depletion volumes, a measure that tracks how quickly a product is getting to retailers, grew 12% in Constellation’s fiscal third quarter, while Corona Extra was up nearly 1%, according to an earnings statement. Corona could see a similar opportunity to boost sales with the aid of Pascal. 

Pascal will lead the next chapter of Corona’s beach-themed “La Vida Más Fina,” which means “the fine life” and builds on the brand’s positioning as “La Cerveza Más Fina,” a phrase that appears on its bottles and cans. The latest leg of the campaign drops ahead of summer, typically one of the busiest periods for beer sales.

“La Vida Más Fina” previously starred Snoop Dogg as the rapper kicked back by the sea, occasionally joined by guests like Andy Samberg.