Modelo Molson Imports LP has launched a new campaign for Corona in Canada, which aims to reach a younger-than-usual audience during a non-peak season for the brand.

With creative from Zulu Alpha Kilo and media by MEC, the “Live Mas Fina (Live the Finer Life)” campaign targets a younger, more millennial audience then the brand usually reaches out to, and is doing so during the non-summer months, which is a non-traditional time period to promote the beer. The bullseye target for the campaign is 28 year-olds, markedly younger than the brand’s previous demo of people over the age of 35.

Creative in the spot works around the La Cerveza Mas Fina tagline that has been on the Corona label since 1925 and encourages people to step outside their comfort zone.

“The insight behind the campaign is getting people to take risks and live outside their comfort zone and Corona has always been a beer that does things differently, from the lime ritual to the ceramic label on the bottle,” says Mike Sutton, managing director, Zulu Alpha Kilo.

The 12-week campaign will appear on TV shows like Global’s Sunday night animation lineup, says Taylor. He adds the campaign kicked off on Sunday with a YouTube takeover for St. Patrick’s Day.

“As of the start of this year we are running with video agnostic strategies for the Molson brands, so we don’t have pre-roll, we don’t have TV – we have video and we buy across the traditional TV and digital landscapes,” he says.

Taylor says the Live Mas Fina platform will be back with new work in the fall.

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