Today, Corona, the world’s most valuable beer brand*, unveils “Living is Calling” – a new global call to action inviting consumers to step outside and live life to the fullest this summer. As a powerful extension of its “This Is Living” platform, the new campaign invites the world to put living first through a partnership with Tripadvisor featuring over 300,000 experiences, and a new global film.
“For the past 100 years, Corona has inspired the world to come outside and feel more moments of ‘This Is Living,’ and we believe the next chapter is about helping people take action and embrace the outdoors,” said Clarissa Pantoja, Global Vice President of Corona. “‘Living is Calling’ is our worldwide call to action, and we’re pairing it with our biggest program ever to enable experiences outside. We’re empowering consumers to live this summer and reconnect with what truly matters – nature, human connection and real experiences, all enjoyed together with a beer in hand.”
Corona and Tripadvisor Offer an Invitation Inside Every Bottle
For more than a century, Corona has cultivated a deep association with the beach and nature, championing a lifestyle rooted in relaxation, travel, and time spent outdoors. Today, Corona and Tripadvisor have come together to transform a moment of relaxation – the first sip of a Corona – into an invitation to come outside in nature. From guided coastal hikes in South Africa and sunset sailing trips in Brazil, to paragliding journeys over the coast of Peru and snorkeling excursions along Italy’s Amalfi coast, the partnership includes memorable experiences across premier destinations globally.
Launching in more than 30 countries, Corona and Tripadvisor are opening the door for people of legal drinking age to discover new places in a more meaningful way. Eligible consumers who scan the QR code on every Corona package will have the chance to unlock memorable moments in the real-world, with the brand offering hundreds of thousands of dollars in vouchers towards travel experiences.
Calling Consumers to Nature through Immersive Experiences
Understanding so many people are in autopilot with their daily routines, Corona reminds the world to make time to relax and unwind outdoors. At the heart of the new “This Is Living” campaign is “Living is Calling,” a new hero film created by Wieden+Kennedy Amsterdam, which follows seven friends as they journey across some of the world’s most breathtaking natural landscapes. Inviting the viewer in on the summer fun, the film and full suite of digital, trade, and OOH assets are all designed entirely in first-person point-of-view: a first-ever perspective for the brand, chosen to make viewers feel what it’s like to put living first.
“For over a decade, Corona's been telling us to put living first through 'This Is Living.'” said Juan Sevilla, Wieden+Kennedy Amsterdam Creative Director. “This year, we're going a step further. We're turning that platform into a literal invitation to get out there and actually start living this philosophy."
Extending that call to come outside into the real world, Corona will transform everyday environments into unexpected escapes across select global markets. The immersive OOH takeovers will reimagine high-traffic spaces – from turning iconic buildings in Latin America into monuments to nature, to transforming commutes for thousands in Canada into ocean-inspired experiences – inviting people to see their natural surroundings in new ways.
To see participating markets for “Living is Calling” and learn more about how to answer the call, visit www.corona.com/LivingIsCalling.
