Corona: Shellphone featuring Bad Bunny and Snoop Dogg
TV Commercial Review
Heart or Humor
The Corona teamed up with Puerto Rican reggaeton sensation Bad Bunny and with entertainment icon Snoop Dogg for then new campaign “La Vida Más Fina.”
The campaign tagline is intentionally in Spanish, symbolizing a heightened recognition of Corona’s heritage and the growing Hispanic population in the United States.
This collaboration with Bad Bunny represents the continuation of a relationship that first began in 2019 when Corona Estéreo Beach served as the presenting sponsor of the second leg of the artist’s X100PRE tour, which presented 20 sold-out concerts in major cities across the U.S. Bad Bunny’s career has been characterized not only by his creativity and the quality of his art but also by his ability to crossover into the mainstream and constantly break international barriers, leaving his indelible mark on music and culture.
“I love that the campaign stays true to Corona’s Hispanic roots and embraces the unapologetic way I live my life,” Bad Bunny said.
As the slogan on every bottle says, Corona is crafted to be La Cerveza Más Fina, “the Finest Beer,” and the new campaign takes this philosophy a step further. Translated as “the Fine Life,” La Vida Más Fina encourages people to explore the fundamental truth that more fulfillment and joy can be found in just about anything, simply by changing one’s outlook.
“We are excited to further our partnership with one of the hottest artists in music today, international superstar Bad Bunny,” said Ann Legan, vice president of brand marketing, Corona. “In addition to Corona and Bad Bunny’s shared Latino heritage, we felt his vibrant and colorful personality are a perfect embodiment of the La Vida Más Fina lifestyle.”
As written on every bottle, Corona is crafted to be La Cerveza Más Fina, “the Finest Beer,” and the new campaign takes this philosophy a step further. Translated as “the Fine Life,” La Vida Más Fina encourages people to explore the fundamental truth that more fulfillment and joy can be found in just about anything, simply by changing one’s outlook.
“You can’t choose everything in life, but you can still choose to find the fine in life,” Snoop Dogg said. “And with everything going on in the world, that’s a perspective people really might need to hear right now. Teaming up with a brand like Corona to encourage people to find more good in life, that’s La Vida Más Fina.”
“La Vida Más Fina” celebrates the brand’s proud heritage: appreciating what you have, going with the flow and choosing to live on the bright side. These beliefs are embedded deeply in Corona’s — and Snoop Dogg’s — roots and are universal values that continue to grow in importance.
“La Vida Más Fina is a modern expression of Corona’s lifestyle and respected place in culture,” said Ann Legan, vice president of brand marketing, Corona. “Through the new campaign, we’re acknowledging that the aspects of our lives that have always been important always will be: doing what makes you feel good with the people you care about and enjoying the moment in front of you. And who better to introduce this concept than Snoop?”
Spearheading the work is a creative agency MullenLowe LA, which joined the Constellation Brands roster in March 2019. The campaign began to take shape earlier this year but was paused as unexpected cultural considerations came into play. Since then, “La Vida Más Fina” has evolved in subtle ways to address current conversations and shifts in the consumer lifestyle. Now, with the return of professional sports — a category Corona has long supported — the brand is ready to share its refreshed perspective with the world.
Bad Bunny is proclaimed as one of the most popular artists in the world. The multi-platinum artist, winner of the Latin GRAMMY and nominated for the GRAMMY, constantly manages to break language and stereotype barriers around the globe, becoming an international culture and entertainment icon. Following the huge impact he has had on mass audiences, Bad Bunny became the first Latin Reggaeton artist in history to appear on the cover of Rolling Stone magazine. He is also the second male personality to appear alone on the cover of Playboy magazine, after its founder, Hugh Hefner. His leadership within the Reggaeton and Trap genres has led him to dominate large stages during prominent music festivals and international concert tours.
His most recent album, “Las Que No Iban A Salir” debuted #1 on Billboard’s “Top Latin Albums,” dethroning himself over his previous albums, with “YHLQMDLG”at#2 and “X 100PRE”at#3. Bad Bunny is one of the Latin artists with the most entries to the global “Hot 100” list, with a total of 24 hits. In addition, with his album “YHLQMDLG,” he became the first Latino artist in history to achieve the position #2 on the global list “Billboard 200.” Each of Bad Bunny’s releases has left their forceful mark on the history of Latin music. His artistic power and leadership in the entertainment world demonstrate his character as one of the most impactful artists of the moment and reaffirm his expansive position in the music industry.
Good use of celebrities.