Today, Corona, the world’s most valuable beer brand*, unveils “Living is Calling” – a new global call to action inviting people around the world to step outside and live life to the fullest this summer. As a powerful extension of its “This Is Living” platform, the new campaign puts living first through a partnership with Tripadvisor featuring over 300,000 experiences, the biggest beachside concert with an international music icon, 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 people 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 explore. From guided coastal hikes in South Africa and sunset sailing trips in Brazil, to local food tours in Peru and snorkeling excursions in Colombia, 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. Consumers who scan the QR code on every Corona package will have the chance to unlock real-world exploration, with the brand offering hundreds of thousands of dollars in vouchers towards travel experiences.
Celebrating summer at Copacabana Beach
As the brand born at the beach, Corona kicked off the summer with an invitation to consumers to enjoy the biggest beachfront concert in the world, headlined by award-winning artist, Shakira.
Taking place in Rio de Janeiro, the event’s iconic location was chosen as a key destination to experience Corona’s “This Is Living” ethos. Copacabana Beach was featured last year on Corona’s Beach 100 list as not just a place to visit, but a place to return to yourself. As the sun dipped below the Atlantic, fans got to experience that feeling as they raised a Corona and celebrated music, connection and outdoor living.
Calling for adventure through immersive experiences
At the heart of the new “This Is Living” campaign is “Living is Calling”, a new hero film created by W+K 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 adventure, 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.
“Framing from the first-person perspective invites people in a way that feels personal and real,” said Juan Sevilla, W+K creative director. “We wanted to immerse the viewer so that they could truly feel what it would be like to join Corona this summer and experience all that ‘This Is Living’ represents.”
Extending that call to adventure into the real world, Corona will transform everyday environments into unexpected escapes across select global markets. The immersive OOH takeovers of high-traffic spaces will reimagine urban settings – from turning a London tunnel into a rolling barrel wave to transforming outdoor spaces in Canada into nature-inspired experiences – inviting people to see their natural surroundings in new ways.
