Corona Premier Refreshes the Light Beer Category with Energetic New Campaign

Corona Premier, the celebrated Mexican premium light beer brand, is launching a new creative campaign the “Premier Side of Light,” developed in partnership with creative agency BarkleyOKRP, that is all about refreshing the light beer category. To bring this new brand platform to life, the brand also announced the appointment of its new director of lifestyle, Matt James. The former college football player, entrepreneur, author, and reality television personality shares many of the same values of Corona Premier, making him a natural fit for this inaugural role.

With the use of upbeat music set to MajorLazer’s 2015 hit, “Light it Up,” and modern day active lifestyle cues, the Premier Side of Light positions Corona Premier as the light beer for today’s drinker and demonstrates that light beer doesn’t have to feel like a compromise. The advertising will run across TV, radio, digital platforms, social programmatic and out of home.

As the director of lifestyle, Matt will serve as the brand’s ultimate “Hype Friend,” helping to inspire and encourage others to live an active lifestyle and embrace each moment. In his new role, Matt will show how seizing opportunities and making the most of every experience is definitely more fun with a Corona Premier in your hand. 

"I’m thrilled to join the Corona family and serve as the first-ever director of lifestyle at Corona Premier,” said Matt James. "To me, good times are always better when shared with friends. I love that Corona Premier celebrates those moments as well and champions an active lifestyle. Having a platform to help hype and motivate others to do the same is really exciting.”

In his new role, Matt will work closely with the brand to give fans inspiration, access and encouragement to see the joy an active lifestyle brings. From inside access to exclusive events, unique digital content and more, Matt will elevate the brand experience and foster a sense of community, connection and motivation.

"Corona Premier is thrilled to debut an exciting new campaign with Matt James by our side," said Saul Trejo, director of brand marketing at Corona Premier. "He is the embodiment of our brand and from our perspective, there is simply no better Director of Lifestyle to welcome consumers to the Premier Side of Light.”

The Premier Club

In an effort to embrace a more modern approach to an active lifestyle, the brand is proud to introduce The Premier Club.  The Premier Club will give fans fun, playful ways to taste and feel the premier side of light with bespoke fitness and sports experiences and appearances from its director of lifestyle. This travelling activation will come to life via a customised fitness partnership and various professional golf, baseball and boxing events across the country including: 

● A brand new partnership with Barry’s, the renowned fitness studio, will include specialty classes and tasting experiences in eight markets.

● A partnership with Premier Boxing Champions to present boxing’s biggest fight this season, Canelo vs. Munguia in Las Vegas on May 4.

● This summer, Corona Premier will champion the Premier Side of Golf, including experiential activations at the 2024 U.S. Open Golf Championship in Pinehurst as well as the American Century Championship, the fan-favourite celebrity golf tournament in Lake Tahoe.

● Corona Premier will sponsor Minor League Baseball and activate its Premier Club across stadiums all summer long.