This Corona vending machine dispensed drinks only if you ordered correctly in Spanish

In a partnership with Duolingo, everyone was a winner in Las Vegas activation from MullenLowe

Published On
Jul 30, 2021

Editor's Pick

Studies have long shown that bilingual people are smarter than their single-tongued counterparts. On a recent hot day on the Las Vegas strip, they were also less thirsty. A voice-activated kiosk dispensed cans of Corona’s Hard Seltzer Limonada—but only to those who could properly ask for one in Spanish.

The activation from MullenLowe L.A. was inspired by the brand’s name, which some people find hard to pronounce. Audio and visual prompts asked each potential customer to say, “Dame una Corona Hard Seltzer Limonada, por favor.” The right pronunciation earned a free drink.

The wrong one didn’t. But in partnership with the language learning platform, they were offered a free month of Duolingo to brush up.

“Having a difficult-to-pronounce name for non-Spanish speakers is something we can definitely relate to,” said Renato Barreto, associate creative director at MullenLowe, in a statement. “We wanted to tap into this common cultural challenge in a playful way that would differentiate Limonada from the other lemonade hard seltzers available on shelves.”

A video of the activation is running on the brand's social channels, and through the summer customers can visit duolingo.com/redeem to use the code “LIMONADA” for a free one-month subscription to Duolingo Plus.

“It can be a struggle, but your unique name is what makes you unique,” added Marcelo Maciel, also an associate creative director at MullenLowe. “And as Corona Hard Seltzer Limonada, not lemonade, we wanted to convey the importance of authenticity with this activation.”

Credits

Date
Jul 30, 2021
Client :
Corona
Agency :
MullenLowe - L.A.
Executive Producer :
Ian Midura
DP :
Dennis Mulyar
Post Supervisor :
Dima Kovalchuk
Editor :
Christian Acosta
Editor :
Leo Akagi
Executive Creative Director :
Carlos Alija
Executive Creative Director :
Laura Sampedro
Creative Director :
Patrick Simkins
Associate Creative Director :
Renato Barreto
Associate Creative Director :
Marcelo Maciel
Senior Brand Strategist :
Sheida Karami
Director of Business Affairs :
Davina Turnbull
Account Director :
Chris Pereira
Account Supervisor :
Heloise Palacio
Director of PR :
Erica Samadani
VP PR :
Kayla Gorski
Account Director PR :
Francisco Aguirre
Production Service Company :
Grafico
Creative Director :
Spencer Koon
Technical Director :
Blaze Sanders
Executive Producer :
Youssef Hanine
Name of Track :
Cuban Nights
Artist :
Captain Qubz

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