The famous beer brand Corona recently announced a big change in how it markets itself. After having rapper Snoop Dogg as the face of its "La Vida Mas Fina" campaign for three years, which was very successful, the brand is changing its creative direction by putting actor Pedro Pascal in his place. This choice was made by Constellation Brands, which is the parent company of Corona, as a way to update the campaign and bring the brand closer to its Latino roots in the modern world. It was Snoop Dogg's laid-back personality and association with relaxing on the beach that helped build the brand's image of carefree fun, but Pedro Pascal's arrival marks a change in Corona's marketing strategy.
The "La Vida Mas Fina" campaign, which was started by MullenLowe Los Angeles in 2020, showed Snoop Dogg in different situations that summed up the "fine life." He would usually give advice on how to live a happy life while drinking Corona beer on the beach in these ads. Snoop Dogg's involvement in the campaign made it more recognizable and relatable, and people connected his image with fun and relaxation. However, with the decision to transition to a new brand ambassador, Corona aims to infuse its marketing efforts with fresh energy and perspective.
Pedro Pascal's appointment as the new lead brand ambassador shows that Corona is changing its message and who it wants to reach. Pascal brings a different cultural background and appeal to the campaign. He is a Chilean-American actor who is known for his roles in popular TV shows like "The Mandalorian" and "Game of Thrones." His involvement not only reflects Corona's commitment to celebrating Latino culture but also highlights the brand's desire to resonate with a diverse and modern audience. By featuring Pascal, Corona intends to connect with consumers who identify with his multicultural background and appreciate his versatility as an actor.
Corona's choice to replace Snoop Dogg with Pedro Pascal shows that the brand understands how consumers are changing and how important it is to be culturally authentic in marketing. Saúl Trejo, Corona's director of brand marketing, says that the modern Latino demographic is changing and adaptable, including people who speak English and Spanish fluently. Corona wants to connect with customers better and boost its image as a modern and welcoming brand by embracing this cultural diversity and recognizing the impact of Hispanics on American culture.
The transition from Snoop Dogg to Pedro Pascal also reflects Constellation Brands' broader marketing strategy and investment plans for its beverage portfolio. As part of its annual distributor meeting in Las Vegas, Constellation CEO Bill Newlands outlined the company's commitment to increasing investment in its brands, including Corona. This includes a substantial boost in advertising spend for the "La Vida Mas Fina" campaign, as well as an expanded presence during sports events and on digital platforms. By dialling up its marketing efforts and embracing new brand ambassadors like Pedro Pascal, Constellation aims to drive growth and engagement across its portfolio while staying relevant in a competitive market.
Pedro Pascal's appointment as the new face of the "La Vida Mas Fina" campaign also holds significant implications for Corona's brand identity and positioning. As the brand emphasizes its modern Latino roots, it seeks to appeal to a diverse and multicultural consumer base. Pascal's multicultural background and widespread popularity make him an ideal representative for Corona, allowing the brand to connect with consumers across different demographics and cultural backgrounds.
Moreover, Corona's decision to increase its investment in advertising and expand its presence across various platforms reflects its commitment to driving brand awareness and engagement. With a focus on digital platforms such as YouTube, Snapchat, Pandora, and Spotify, Corona aims to reach consumers where they are most active and engaged. By strategically allocating resources to digital advertising, Corona seeks to maximize its reach and impact while staying ahead of evolving consumer trends and preferences.
Corona's choice to switch out Snoop Dogg for Pedro Pascal in its "La Vida Mas Fina" campaign is a step toward embracing diversity in its brand representation and celebrating modern Latino culture. By using Pascal's multiethnic background and wide appeal, Corona hopes to reach more people while staying true to its roots.
