Corona is rebranding its Corona Extra cans in Mexico as "Mexico Extra" and donating the proceeds to relief in the wake of the devastating earthquake on Sept. 19th.
Via agency Leo Burnett Mexico, the brand has created three million limited-edition cans with the words "Siempre Hemos Podido," which translate to "We Have Always Been Able." Corona Mexico has also created a website where people can learn about tangible ways to help the revitalization efforts such as donating or volunteering.
As part of the campaign, Corona Mexico has also partnered with famous Mexican musicians to create a song that symbolizes Mexico's strength, "This Spirit." The song is a collaboration between La Banda Baston, Sotomayor, and producer Eduardo Cabra and isavailable to download on iTunes, Spotify, Google Play and YouTube. To date, the song is ranked 15th out of the top 40 Latin songs and the official music video has 8.4 million views.
Lucia Olvera, director of communications at Corona Mexico, says in a statement: "Through music and audiovisual content we hope to immortalize a spirit of strength and union that Mexicans lived through after the massive earthquake. "Este espÃritu" is a hymn that Corona would like to share with the land that let it be born, because as Mexicans always go forward."