Corona announces off trade activities to celebrate ‘This is Living’ platform


Corona is hosting a range of in-store activity across national and local stores to support the launch of the brand’s new “This is Living” platform.

Corona will host point of sale creative across national retailers, including Tesco, Sainsbury’s and Asda. The creative will celebrate the Corona Cubo value add promotion; with each 12x330ml pack purchased, customers will receive a Corona Cubo – a Corona bucket designed for sharing cold Coronas with friends.

Select stores, including the Co-op, will also be giving away a Cubo kit to help customers embrace the “This is Living” spirit. This includes a lime slicer, polo shirt, bottle opener and, of course, a Corona Cubo. Corona is best served chilled with a slice of lime, which is why some retailers will also be running bundle deals on Corona and lime; customers will receive a free lime with every 4x330ml pack purchased.

The activity, running from now until September, will be signposted with shelf barkers and gondola ends. Other supporting collateral includes posters, web banners, header boards and stack cards.

The new platform celebrates the outdoors and encourages people to get outside and live for more moments that matter. From times spent with friends at the beach, to enjoying a Corona with buddies on a sunny afternoon, these are the moments that make you stop and think, “This is living”. An evolution of Corona’s iconic beach style, ‘This Is Living’ builds upon the brand’s existing world of sand, salty water and sun, while adding emotion through tangible moments and experiences in life, lived by true fans of the brand.

Andre Finamore Amaral, marketing manager for Corona, said: “The in-store activity is part of a multi-layered approach supporting the new brand platform, allowing us to bring the Corona atmosphere and the “This is Living” ethos direct to consumers, making it easy for them to step outside and enjoy a Corona with their friends. The point of sale materials and offers allow retailers to maximise on the new brand platform and leverage the increased consumer awareness.”