Live Mas Fina with Corona

After 25 successful years in Canada, Corona Extra is proud to launch their new brand campaign encouraging consumers to step outside of their comfort zone, lead an extraordinary life and ‘Live Mas Fina’.

 

Created by Toronto based agency of record Zulu Alpha Kilo, the new positioning reaches out to attract new Corona drinkers with a rallying cry of Live Mas Fina (Live the Finer Life). The new tagline is inspired by the heritage and message emblazoned on the beer’s iconic ceramic label since 1925, La Cerveza Mas Fina.

 

 

“The campaign is a challenge to live life on your own terms and never accept ordinary.” says Drew Munro, President & CEO at Modelo Molson Imports L.P, “Corona Extra is no ordinary beer, it is the original Cerveza with the unique lime ritual, sold in over 180 countries around the world - it’s time for everyone to get out there and experience it.”

 

“You can live on the sidelines, be beige, boring and never take any risks. Or you can choose to Live Mas Fina and live in an extraordinary way,” explains Zak Mroueh, Chief Creative Officer and President at Zulu Alpha Kilo. “You can choose to be interesting, inspired and follow your own path, not someone else’s.”

 

The campaign launched online last week with a 60-second commercial that was previewed to the brands Facebook community, asking consumers to reflect on how they’ve been living. Phase 1 of the brand’s new website went live simultaneously at www.LiveMasFina.com along with Twitter #LiveMasFina and YouTube channels. National broadcast support began on Monday, March 18th. 

 

TANK, Zulu’s agency partner in Quebec will also be managing the rollout of the new campaign.

 

A full program of support, including digital, social, outdoor and experiential tactics will run across 2013.

 

Credits

 

Spot Title: Live Mas Fina

Client: Modelo Molson Imports L.P.

Clients: Drew Munroe, Stewart Priddle, Lindsay Wilson

Product: Corona Extra

 

Agency: Zulu Alpha Kilo

Creative Director: Zak Mroueh

Creative Director: Shane Ogilvie

Art Director: Mooren Bofill

Writer: Erin Beaupre

Agency Producer: Melanie Lambertsen

Group Account Director: Kate Torrance

Account Director: Dic Dickerson

Strategic Planner: Shari Walczak

 

Production Company: Boxer Films / Frank Content

Director: Jonathan Hyde

Executive Producers: Beth George, Danielle Kappy

Line Producer: Maeliosa Tiernan

Director of Photography: Jonathan Hyde

 

Editor: John Evans

Editorial: Panic & Bob

 

Post Production: The Vanity

Compositor/Online: Naveen Srivastava

Special Effects: Naveen Srivastava

Colourist/Transfer: Eric Whipp, Alter Ego

 

Music & Sound Design: Pirate

Music Director: Chris Tait

Sound Engineer: Keith Ohman

Producer: Kate Freed

Song: Lightning Tent

Artist: Wildlife

 

Media Agency: MEC

Media Agency Planner: David Stanton