Corona Cero, the alcohol-free beer from the AB InBev crispy lager, is the first ever global beer partner of the Olympics. The job of marking this partnership fell to Corona’s global agency partner, Grey, who landed on a strategy not often associated with sporting events: the joy of relaxation.
The 360-campaign platform is entitled ‘Golden Moments’, and includes an activation component entitled ‘Golden Venues’, which involves taking actual seats from Paris Olympic Games venues to iconic sunset destinations across four continents, such as Thames Riverfront in London, Arpoador beach in Rio de Janeiro, the Grand Peninsula Lagonissi in Athens, and Café Del Mar in Cartagena.
“The Olympic association is one often connected to achievement,” says Gabriel Schmitt, global chief creative officer at Grey, “while the Corona golden moment is historically found in nature, at the pinnacle of relaxation. What sat in the middle was celebration, the inevitable collision of pride and joy, shared in both worlds.”
To find out more about, in Gabriel’s words, “Corona’s biggest, broadest reaching global campaign yet”, LBB’s Addison Capper chatted with him at LBBOnline.com
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