The first TV ad from the tie-up, part of Corona’s ‘La Vida Más Fina’ programme, aired on TV in the country last week during the NBA Conference finals. The Chile native will appear in a string of spots, speaking both English and Spanish, on platforms including streaming services, broadcast and cable TV and across social media.
Pascal also works with Concha y Toro in marketing for the group’s Casillero del Diablo wine brand.
“Partnering with a talent like Pedro has added a new dimension to our ‘La Vida Más Fina’ campaign, marking an evolution in tone and bringing a fresh perspective that we hope will inspire people to let go of the stresses of modern life,” said Constellation’s CMO, Matt Lindsay.
Last month, the multi-category group, which owns the Corona, Modelo and Pacifico beer brands in the US only, posted a 5% sales increase in fiscal 2024, to the end of February. The three Mexican brands were up by a combined 11% on the corresponding period a year earlier.
