How can you orchestrate a comeback
for the quintessential Mexican brand
after years of “quÉ oso 🐻”?
Corona was becoming old and dramatically losing relevance. For years, the brand suffered an identity crisis, leading to invisible and off-brand campaigns. The beer world was full of newcomers, and Corona was becoming the lame uncle.
Desfronterízate.
What did we do?
Our core story was the answer. Corona is THE Mexican brand. It overcame all geographical frontiers and conquered the world. In a country where blaming external factors is deeply rooted in the culture, our new brand platform aimed to inspire people to overcome their own frontiers, as Corona has always done.
We opened Coronas TO CELEBRATE:
Desfronterízate became a core brand comeback story globally for AB InBev. Leo Mexico became a reference on how to rebuild a brand while paying tribute to the brand’s DNA.
