AB InBev launches digital escapism campaign for Corona
AB InBev has kicked off a new global campaign for Corona in a bid to help consumers escape digital overload and take a break from their screens during the festive season.
The initiative, which launched this week, is named Chill Your Feed and encourages people to “pause, exhale, and reconnect with what matters”.
A ‘calm break’
Speaking to the drinks business, Corona global vice president Clarissa Pantoja said: “The holiday season can be extremely busy, so we’re offering a calm break from the social media scroll, reminding people that moments close to nature and time shared with others can help bring a sense of balance during the occasion.”
The global brewer has also noted that “true living starts in nature, and this latest campaign delivers sun-soaked visuals and soothing outdoor sounds to create peaceful moments during one of the busiest times of the year”.
With a multi-channel digital ecosystem, the campaign brings Corona’s message to life across Instagram and audio channels.
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‘Embrace moments’
On Instagram, there will be “Chill words” paired with relaxing imagery to turn feeds into tranquil, tropical-inspired escapes designed to inspire mindfulness.
Across Spotify and podcasts the campaign will use “immersive audio adverts featuring relaxing sounds and calming words to help listeners reset and embrace moments of reflection”.
Beach mindset
Pantoja told db: “For 100 years, Corona has encouraged people to experience life outdoors and connect over simple moments – from sharing a sunset with friends to taking a walk on the beach.”
Corona, overseen in the US by Constellation Brands and AB InBev internationally, has recently been positioned as a beer that can help people to achieve a “beach mindset”. In a collaboration with HBO’s The Last of Us earlier this year there was one key message: “Live life more presently no matter where you are”.
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