Corona bottle’s hidden sunset becomes billboard campaign
A new campaign for Corona turns the distinctive branding upside-down to reveal an evocative symbol of the perfect time to drink the beer
Turn a bottle of Corona upside-down and what do you see? Well, when flipped, there’s actually a hidden sunset on the inverted label – and the concept has now inspired a site-specific OOH campaign from the brand, created with agency JKR.
Hidden Sunsets riffs on Corona’s familiar label (and logotype) but, in inverting it, gives it a new life and alludes to the sunny climes in which the famous cerveza is typically consumed. The work has launched in South Africa, Canada and Chile, in each case timed to local sunsets.
The creative debuted in South Africa, at Cape Town’s V&A Amphitheatre, with other placements in popular sunset viewing spots in other countries and cities. The campaign mixes static and digital out-of-home, including billboards timed to set with the real sunset of each location.
“We saw an opportunity to tap into Corona’s most distinctive asset and bring a familiar truth to life in an unexpected way,” says Sean Thomas, executive creative director at JKR.
