Snoop Dogg is about to back an imported beer. Corona is putting the rapper and weed aficionado in a celebrity-driven campaign called “La Vida Mas Fina,” a spokeswoman for brand owner Constellation Brands confirmed to Ad Age.
The saying, which translates to “the finest life,” is “the antidote to living in an ‘always on’ world,” she stated. The campaign, which is expected to break in May, comes from Interpublic’s MullenLowe, which recently won a spot on Constellation’s agency roster.
Constellation showed a rough cut of a TV spot starring Snoop to its distributors this week at its annual wholesalers meeting in Las Vegas, where it previewed its 2020 marketing plans. MullenLowe is also behind an ad for a new beer Constellation is selling in the South called Two Lane American Lager that is backed by country music star Luke Bryan.
Corona continues to work with longtime agency Cramer-Krasselt and WPP’s Cavalry. The brand is not planning to pull the plug on its long-running “Find Your Beach” tagline, which the spokeswoman said will “still be used as a legacy tagline in marketing.”