The alcohol-free extension of Anheuser-Busch InBev’s Corona brand is kicking off its Olympics-themed marketing this month ahead of the start of the 2024 summer games in Paris at the end of July. ‘For Every Golden Moment’ comprises presence in movie theatres, social media and out-of-home alongside one-off packaging for Corona Cero.
The campaign will run in “40+” markets worldwide and comes five months after AB InBev signed up to be a headline sponsor of the Olympics.
“Offering this … no-alcohol beer brings more choice to fans around the world,” said group CMO Marcel Marcondes. “Corona Cero is a perfect fit for this global occasion and further reinforces our brand’s commitment to moderation, relaxation, and celebration.”
The licence for the Corona brand in the US is owned by Constellation Brands. AB InBev will leverage its arrangement with the International Olympic Committee through Michelob Ultra in the country up to and including the Olympic and Paralympic Games in Los Angeles in four years’ time.
