Corona: Casa Corona
What Did They Do?
Taking place between the 14th-25th March, popular Mexican beer brand Corona launched a pop-up to coincide with the Gold Coast’s Snapper Bay World Surfing League event. Located directly in front of Quicksilver & Roxy Pro competition, Corona partnered with agency MC creative to create a beach hut style Mexican café for surf fans to unwind and observe the action.
What’s On Offer?
The bar & café sections of the pop-up opened from 11 am – 6 pm, serving Mexican food, beer and live music to eager surf fans, however, the biggest surprise came for the early risers. The campaign’s specially stocked surf shop opened at 9 am each day for rentals. Corona approached designers Neal Purchase Jnr, Dead Kooks, Morning of the Earth Surfboards, and Ben McTavish, to deliver twelve hand-shaped custom surfboards for visitors to catch the breaks on.
“Casa Corona has raised the bar in terms of brand activation for Corona. It will no doubt become an iconic part of this event moving forward, and for the next ten days surfing fans will have the opportunity to experience a live interpretation of our ‘From Where You’d Rather Be’ brand promise.”
Why D0 We Like It?
In the modern era, collaborations are rife, with brands relying on partnerships to access “shared demographics”. As Vance already mentioned the activation has the chance to become a permanent fixture of the event, therefore, not only was Corona’s campaign engaging and unique in itself it has created the opportunity for future events which lead to a mutual extraction of value for both WSL and Corona.
The Finishing Touch
Corona has their custom surfboards (and their designers) to thank for this. By going beyond simply opening a pop-up café, the brand demonstrated the recognition of the demographic as fans of surfing, not just the audience of the event. It is this extra touch which made the campaign truly special.