Corona is promoting its new brand Corona Tropical, a sparkling alcoholic beverage made with fruit juice, with a campaign that includes billboards featuring real "pickable" fruit.
The Corona Tropical launch comes from AB InBev, which operates Corona outside the U.S.. The product is currently rolling out in China, Colombia, Peru, Panama, Ecuador and the U.K., with additional markets launching later this year starting with Canada. The product, which has less than 100 calories and no added sugar, is available in a variety of flavors including Lemon and Lime, Grapefruit and Lime and Pineapple, Mango and Lime.
The launch is supported by a creative campaign with the tagline “Fresh From Paradise.” It includes a TV spot from Wieden + Kennedy Portland that will run in all markets globally where Corona Tropical is available. The outdoor installations, which were created via Anomaly Canada and which will allow people to pick real fruit straight out of the billboard, are currently operating in London but will be rolled out across different markets.
There will also be a promotional tie-in with Corona's branded private island, Corona Island. For a chance to win a trip for themselves and a friend, people in participating markets need to share a photo on Instagram or Twitter showing how they would serve Corona Tropical, in addition to following @corona and including "#NewCoronaTropical" or "#NuevaCoronaTropical" in the post.
"Corona is a brand that was born from the tropics and as we encourage consumers to embrace the lifestyle around the world, we're excited to offer a new Corona beverage to those who love the brand but are looking for options outside of beer," said Felipe Ambra, global VP for Corona, in a statement. "We created a more flavorful and very approachable alcoholic beverage so that everyone can enjoy the feeling of paradise done the Corona way."