Corona taps Pedro Pascal as brand ambassador for cultural connection
Partnering with the renowned actor from 'Fantastic Four' signifies a strategic shift in branding approach, aiming to enhance Corona's image as a contemporary Latino brand.
Article 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 Our Website.
The first project featuring the star of popular shows like “The Last of Us” and “The Mandalorian” is scheduled to premiere in May. The creative aspects of this project will be managed by MullenLowe Los Angeles, expanding on the “La Vida Más Fina” campaign initially introduced by the agency in 2020.
Previously fronted by rap legend and well-known brand ambassador Snoop Dogg, “La Vida Más Fina” focuses on promoting a laid-back beach lifestyle. Although specific details were not provided, Corona mentioned in their announcement that Pascal’s participation in their marketing efforts signifies a change in the overall tone of the campaign.
New Celebrity Face of Corona
The man of the moment is now the new celebrity face of Corona. Pascal, who recently won a major Screen Actors Guild Award, is not only inspiring internet memes but also securing high-profile film and TV roles. He currently leads two streaming hits and has also landed a role in Marvel's upcoming "Fantastic Four" blockbuster.
Partnering with Pedro Pascal is a great opportunity for Corona. It allows them to connect with consumer culture and also reminds people of their Mexican roots (even though Pascal is Chilean-American). In the U.S., Corona is marketed by Constellation Brands, while AB InBev handles global sales.
Saúl Trejo, the director of brand marketing at Corona, expressed excitement about the partnership with Pedro Pascal. He stated, "The entire Corona family is thrilled to welcome Pedro to the beach. His influence on culture is undeniable, and as we embrace our shared heritage and establish ourselves as a modern Latino brand, there is no better partner than Pedro Pascal."
The ambassador pivot has arrived as alcohol sales trends shift, with global offerings gaining more popularity in the United States. Last year, AB InBev's Bud Light, which held the title as America's best-selling beer for a long time, was surpassed by Mexican lager Modelo Especial, also distributed by Constellation Brands in the U.S.
In Constellation's fiscal third quarter, Modelo Especial's depletion volumes, a measurement of how quickly a product reaches retailers, increased by 12%, while Corona Extra saw a nearly 1% rise, as reported in an earnings statement. With the support of Pascal, Corona could potentially experience a similar sales boost.
Pascal is set to lead the next part of Corona's beach-themed campaign called "La Vida Más Fina," which means "the fine life." This campaign builds on the brand's positioning as "La Cerveza Más Fina," a phrase found on its bottles and cans. The new phase of the campaign is launching before summer, which is a busy time for beer sales.
In the previous chapter of "La Vida Más Fina," Snoop Dogg was the star, relaxing by the sea and sometimes accompanied by guests like Andy Samberg. Our Website has contacted a representative from MullenLowe to inquire about the status of the brand's relationship with Snoop Dogg. We will update this story once we receive a response.
Editor's P/S:
The article presents an exciting development in the marketing strategy of Corona, with the appointment of Pedro Pascal as its new brand ambassador. This move signals a shift in the brand's tone and a desire to connect with a modern Latino audience. Pascal's cultural heritage and popularity among consumers make him an ideal choice to represent the brand's Mexican roots and its aspiration to embody a laid-back beach lifestyle.
The article also highlights the growing popularity of global beer offerings in the United States, with Mexican lagers like Modelo Especial and Corona Extra gaining market share. Pascal's involvement in the "La Vida Más Fina" campaign has the potential to further boost sales for Corona, especially during the busy summer season. The appointment of a high-profile celebrity with a strong connection to the target audience is a strategic move that could help Corona maintain its position as a top beer brand.
