The rapper will be the face of the La Vida Más Fina campaign and will encourage buyers to find the good things in life.
beer brand Corona, owned by Constellation Brands, is launching the first marketing campaign to unify the brand's entire beverage portfolio. The campaign was called "La Vida Más Fina", which can be translated as "Better Life". The phrase refers to the words that can be found on any bottle of Corona - "La Cerveza Más Fina" ("The Best Beer"). According to a press release, the campaign was developed earlier this year, before the pandemic, but was modified in response to events around the world.
The new campaign, which will feature a range of celebrities, focuses on the positive message that the ad makers say most people need in the post-lockdown period. And the face of the new campaign will be rapper Snoop Dogg, known for his positive approach to life.
The relaxed and good-natured mood that Snoop Dogg conveys is supposed to be something that will resonate with buyers tired of negativity and bad news. In a press statement, Snoop Dogg expressed the message of the campaign: "You can't choose everything in life, but you can choose to find the good in it."
In addition to social media posts, the marketing campaign will also include online ads and a number of TV spots that will be shown during NBA games. And for the youth audience, the Giphy library will be created. The creative agency MullenLowe is developing advertising materials and strategies.