Dive Brief:
- Corona will launch a new brand platform March 27, which coincides with MLB’s opening day, according to information shared with Marketing Dive.
- “La Playa Awaits” embraces Mexican beach culture and consists of numerous spots across TV, streaming and digital with an emphasis on sports. The brand platform maintains Corona’s long-standing beach association while also expanding the occasions it markets around to position the beach as a mindset.
- Corona, which is owned by Constellation Brands in the U.S., is increasing its MLB media investment by 66%, its NBA spend by 40% and its WNBA spend by 69% to support the campaign. Beyond sports, the brand will be integrated with season two of the HBO post-apocalyptic series “The Last of Us.”
Dive Insight:
Corona’s new brand platform repositions its beach theme from a backdrop to more of a feeling in an attempt to expand the appeal of the brand. “La Playa Awaits” uses new visuals, expanded sports integrations and original content to reach consumers and reposition the beer as a drink for multiple occasions.
Recent Corona advertisements have depicted celebrities, like Snoop Dogg and Pedro Pascal, relaxing on the beach with a Corona in-hand. The new creative takes a turn from the celebrity-driven approach. In one spot, “Extension Cord,” two friends relax on the roof of a building in the heat of summer, using an extension cord to power a fan. Once a Corona is opened, they are transported to a beach paradise. Other spots for the brand platform still put the beach front-and-center, with groups of celebrities replaced with groups of friends.
The campaign will air throughout the baseball season on ESPN, MLB TV and regional networks. Additionally, the beer brand is sponsoring a YouTube livestream with sports commentator Jomboy and will host an ESPN augmented reality takeover during the opening game for the Los Angeles Dodgers. Corona will also launch a new content series integrated into MLB’s El Beisbol es Otra Cosa campaign. The digital elements demonstrate how brands are looking to new and emerging channels to reach sports fans.
The campaign comes after Constellation posted Q3 2025 revenue of $2.46 billion, a 0.29% decrease year over year, according to a Jan. 10 earnings call.
