Shopper Innovation Awards: Corona brings back the dead

The beer brand changes up its packaging to honour the Day of the Dead, resulting in a Silver win.
skull

Silver: Packaging

Faced with an aging core consumer and a steady decline in sales, Corona decided to recruit a new generation of drinkers (20- to 34-year-old millennials) and invite them to step outside their comfort zones and “Live Mas Fina” (or “Live the good life”).

Despite its melancholy name, Day of the Dead is actually a salute to life. The Mexican tradition offered an opportunity for the brand to celebrate the lives of everyone who has “Lived Mas Fina” before us. Corona and agency Zulu Alpha Kilo designed three limited edition tall boy cans featuring authentic Mexican skull art and created a vibrant mass and digital campaign featuring a series of illustrations.

The creative was placed on Corona’s Facebook, Twitter and YouTube pages, and a social media contest invited fans to win limited edition silkscreen prints of the original illustrations. The silkscreen prints were numbered and reserved for winners only, but mass-produced tear-away print posters extended the offering to non-winners.

For the first time in 12 consecutive quarters, the brand was growing again. October sales of the 473 ml can were up 109.3% versus the same period in 2012. In Ontario, the LCBO and Beer Stores sold out, and Corona posters were in such high demand that media partners couldn’t keep up with replacements and hundreds of requests for can designs were made. The campaign was featured on blogs around the world including Trend Hunter, The Dieline, Creativity Online and stimulant.

Credits:

Brand: Modelo Molson Imports LP (Corona) (Stewart Priddle, Lindsay Wilson, Courtney Murgatroyd)
Agency: Zulu Alpha Kilo
CCO: Zak Mroueh
Executive CD: Shane Ogilvie
Design director: Mooren Bofill
AD: Jenny Luong
CW: Nick Asik
Illustrator: Elton Clemente, Jenny Luong
Studio artist: Brandon Dyson
Agency producer: Kate Spencer
Account team: Kate Torrance, Dic Dickerson, Devina Hardatt
Media agency: MEC
Media team: Wes Wolch, David Stanton, Sammy Rifai