BRANDED CONTENT

The Challenge
Corona wanted to bring their voice into more sports spaces to drive consideration, particularly with Bicultural Hispanic drinkers. With the influence, impact and history of Hispanic players in baseball, the MLB was the right partner, but we needed an exciting way to announce it.

The Official Cerveza of the MLB

Strategic Spark
Sports advertising is full of adrenaline-fueled displays of competition, but Corona has a different worldview: Sports are meant to be enjoyed, not endured. From energetic walk-up songs to tailgating traditions to fashion, Hispanic players and fans embody and amplify this mindset.

The Creative Idea
Highlight the moments beyond the score that bring people together - including celebrating the diversity of players and fans.

With the MLB, we launched a Spanish version of Take Me Out to the Ballgame to play in stadiums on Opening Day, and ran targeted TVC featuring player Francisco Lindor in major media markets.

To sustain momentum, we created La Vida Más Fina Del Béisbol - a content series featuring MLB players and The Kid Mero discussing culture and sources of inspiration beyond the game.

The Results
15% increase in consideration among Bicultural Hispanic consumers, 8% increase among Gen Pop, 600+ million brand impressions, 200+ million engagements, and a SABRE award.