Anheuser-Busch InBev has initiated a marketing activation for its Corona brand in Brazil, aiming to preserve access to sunshine on public beaches.
The initiative, which coincides with Corona’s centenary this year, will see the beer brand lease land on Piedade Beach in Pernambuco “to cap the building height to prevent the potential obstruction of sunlight, and ensure it reaches the sand”. Corona is planning to create ‘sun reserves’ across more markets including South Africa, over the next year.
“Corona is a brand that encourages life outside and believes that there is nothing as special as feeling the sun on your skin, your feet in the sand and the sea breeze on your face,” said Corona’s marketing director in Brazil, Gabriela Gallo.
“We know that many Brazilians share this feeling and we hope that everyone has a place in the sun. We feel this initiative will encourage people to appreciate its presence.”
In March, the UK division of AB InBev unveiled a marketing campaign for Corona in the country in anticipation of the summer months.
