Corona
Sunsets

Corona is synonymous with the summer, a period of vibrancy that signals freedom and renewal for countless consumers around the world. To date, Corona has relied on the Sunsets music platform to drive engagement during these months. While successful, Sunsets has been shaped as a series of short-lived and isolated festival executions relevant primarily to the cities in which they have taken place. In 2016, Corona looked to evolve Sunsets, one that went beyond music and served as a complete seasonal summer program that elicited the active participation of all major markets.

We set out to grow Sunsets into a bolder, ultra-premium, and more inspiring platform that extended the summer season through an early start and later end. Critical brand lifestyle equities were amplified at all consumer touch points leading up to, during and after the festival experiences. We evolved festival experiences with recommendations for tactical activation around travel, music, healthy lifestyle, food, fashion and surf. The 360 campaign amplification plan included PR, digital and social, packs, on and off trade, and media.