After opening a private island eco-resort, Corona is expanding its brand’s connection with nature by cornering the market in sunsets.
The Anheuser-Busch InBev brand is launching a series of environmentally-themed beach music festivals this spring in 14 markets globally (excluding the U.S., where the brand is imported under Constellation Brands). The Corona Sunsets Festivals will kick off in April beginning in South Africa, followed by Chile, Peru, Colombia, Japan, Italy, Canada, China, Greece, Brazil, Dominican Republic, India and other markets to follow.
Festival locations were chosen specifically for their spectacular sunsets and will include beaches in Goa and in Okinawa, Japan. The sun setting will be integral to the experience, with the stage, set and headline act designed around celebrating the exact moment of sundown, according to Felipe Ambra, Corona’s global vice president.
The initiative will also be backed by a major new communications campaign created by Wieden+Kennedy Portland, with the tagline “Follow the Sunset,” which will include TV commercials, press ads, influencer activity and social media. This will include one commercial directly promoting the festivals, and one more general consumer push that will air in some markets before the festivals start and in some afterward. “We want to make Corona synonymous with the disconnection that happens at sunset,” Ambra told Ad Age. “Both campaigns are linked to an amazing social moment for friends that you can enjoy everywhere.”