W+K Amsterdam recently launched its first campaign for Corona since winning the account last year, entitled “This is Living.”
A surf-friendly 60-second spot called “The Flow” showcases the agency’s direction. Free of dialogue, the spot shows Brazilian surfer Pedro Bahia in action catching a rather large wave, then walking back up to the beach and grabbing a Corona Extra. It ends with a lime fizzing in the skunk-prone (thanks to the clear bottles) lager and Bahia chilling with friends as the night creeps in and the “This is Living” tagline makes an appearance.
For the campaign, W+K Amsterdam and Corona also teamed up with “surf ambassadors” Matt Wilkinson, Julian Wilson, and Alejo Muniz.
“Lime Ritual” riffs on the common practice of dropping a lime into a bottle of Corona, a practice actually meant to mask skunky off-flavors caused by sun exposure (although few Corona drinkers are aware of this). They compare this to a plunge into the ocean, and the approach in both cases makes a lot of sense for a brand that has long been associated with the beach and differentiated from other light lagers by the very ritual in question. The campaign will run in the U.K., Europe, Asia Pacific, South America and North America, excluding the U.S.
“Corona’s new creative positioning is an evolution of the brand’s iconic style — it’s still visually guided by the beach as it has always been, only now we are bringing more meaning to the reasons to go there,” W+K Amsterdam executive creative director Mark Bernath explained in a statement.
Agency: Wieden + Kennedy Amsterdam
VP Global Marketing: Marcel Marcondes
Global Marketing Director: Thiago Zanettini
Global Communications Director: Clarissa Pantoja
Global Brand Manager: Evan Ellman
Executive Creative Director: Mark Bernath
Executive Creative Director: Eric Quennoy
Creative Director: Alvaro Sotomayor
Creative Director: Thierry Albert
Art Director: Kia Heinnen
Art Director: Malia Killings
Copywriter: Bern Hunter
Head of Broadcast Production: Joe Togneri
Director of Interactive Production: Kelsie Van Deman
Broadcast Producer: Kimia Farshidzad
Broadcast Producer: Javier Perroud
Broadcast Producer: Maud Klarenbeek
Broadcast Producer: Stacey Prudden
Interactive Producer: Jennifer Bernard
Production Assistant: Hayley Vair
Planner: Nick Docherty
Planner: Alex Jordan
Senior Digital Strategist: Greg White
Communications Planner: Wes Young