Admiration feature: Corona Cero’s “For Every Golden Moment”

For this week’s AdMiration feature, we researched Corona Cero’s “For Every Golden Moment.” They created the ad as part of their Olympic & Paralympic Games campaign, after becoming the first global beer sponsor for the games. 

Read on to get our 3-2-1 snapshot of the ad (3 facts, 2 learnings and 1 reflection) and learn how their ad was received based on our data.

The ad opens to a tropical jungle where birds sit atop a tree when a gun goes off, making them fly away. It cuts to a shot of the moment when Elaine Thompson-Herah knew she was going to become the fastest woman alive in the Tokyo 2020 Olympic games with cheering heard in the background. As she points to the timer before even crossing the finish line, she morphs into a regular guy pointing in the same way but instead running into the ocean with his friends. 

The viewer then sees a compilation of other notorious “gold medal moments” from the latest Tokyo and Rio Olympics morphed into moments where people are seen enjoying nature or connecting with friends.

The ad closes with a scene of friends enjoying their time together atop cliffs by a beach, raising their Corona bottles in celebration. An image of a Corona bottle with the Olympic circles on the label are then displayed, with the line, “For Every Golden Moment.” Fireworks fill the sky in the background, with a statement displaying Corona as the games’ official sponsor.

3 facts

• The ad scores in the top 1% of all UK ads in potential to drive short-term sales and in the top 10% in potential to drive brand equity and long-term sales. 

• People found it highly emotionally engaging, driving a love reaction significantly above the norm for the average UK ad.

• Showcasing the brand ethos of helping celebrate moments of joy, the ad entices viewers to purchase the brand.

2 learnings

• Selling an experience or lifestyle through your advertising is far more effective than merely selling a product. Understand what your product delivers for the consumer, how it makes them feel and what it enables and leverage that to better connect with the audience. 

• When tapping into cultural moments, do so in a way that is authentic to your brand and most importantly solidifies the brand image you are trying to convey. 

1 reflection

Is the idea behind your execution universal enough to travel between markets? When your brand ethos is understood in the same way around the world and you can find a universal truth or cultural moment to tap into in your communications, the execution of  your creative idea stands a much better chance of being able to travel across markets. 

After becoming the first global beer sponsor for the Olympic & Paralympic games, Corona created not only their “For Every Golden Moment” ad to support their campaign, but also an entire experience. 

Called the Golden Venues activation, this experience invites fans to reconnect with nature and gives them the opportunity to embrace their own golden moments. And since the Olympic & Paralympic games are a global event, Corona decided to do the same with their experience — which will take place in 11 iconic travel destinations worldwide. 

Clarissa Pantoja, vice president of Corona Global shared, “From the UK, Greece, Brazil, Japan, South Africa and Argentina, Corona Cero is offering this gift to fans as an opportunity to experience the Olympic golden moment feeling through Golden Venues. By bringing the same seats as at Olympic Games stadiums used throughout Paris to these incredible locations worldwide, we are reminding fans that golden moments not only exist within the Olympic Games, but also in the beauty of nature that’s around all of us.”

You can learn more about the campaign here.

The ad scores in the top 1% of all UK ads in potential to drive short-term sales (Sales Impact: 99) and in the top 10% in potential to drive brand equity and long-term sales (Brand Impact: 93).

As the first ever beer sponsor of the Olympics, AB InBev made a big statement with the launch of their new Corona Cero campaign ‘For Every Golden Moment,’ aiming to re-define celebration worldwide. With a brand ethos of “moderation, relaxation, and celebration” they felt like Corona Cero was the perfect partner for the global event. 

The start of the ad with a gun going off in a tropical setting, immediately followed by the moment Elaine Thompson-Herah made Olympic history in the Tokyo 2020 games becoming the fastest woman alive really captures the viewers’ attention (claimed attention: 4.1 vs 3.7 norm). 

The ad continues to draw the audience in through the juxtaposition of Olympic and everyday moments, which is seen as highly distinctive (ad distinctiveness: 4.0 vs 3.6 norm). It’s also highly successful in making consumers see Corona Cero as different from other brands (brand distinctiveness: 3.9 vs 3.5 norm) with a unique approach to communicating their brand sentiment and partnership with the Olympics. 

Inviting the audience to celebrate moments big and small the ad is extremely joyous (enjoyment: 4.1 vs 3.6 norm). It engaged the viewer emotionally throughout (overall emotion: 61 vs 42 norm), making them feel love significantly beyond the average UK ad (love reaction: 33% vs 19% norm). 

Encouraging the audience to get outside and reconnect with nature and other people, the ad reminds them how special these “golden moments” can be. When asked what they liked about it, multiple viewers spontaneously talked about the happiness the ad projected and its overall feel good factor.

Here’s what people loved about the ad: 

• "I loved the beautiful beach and ocean and I liked how actions turned into sporting events like the athlete throwing the hammer turned into a bird flying. I liked all the friends relaxing and celebrating together at the end."

• "Liked everything, the happiness and social interaction between friends, winning moments in sporting events which makes Corona Cero very relevant as we approach the start date for the Olympics."

• "How the positions and postures of people correlated. How happy everyone was celebrating from different countries. It looked like it brought people together over a refreshing drink and having a good time."

• "The editing was absolutely brilliant, transitioning seamlessly between athletes and regular people having fun."

• "I love the Olympics and the setting of the beach where the group of friends are looks beautiful. I liked the music and the advert made me feel happy."

The feel-good factor of the ad made viewers feel more positively about the brand, significantly above the norm for a UK ad (brand appeal: 4.1 vs 3.7 norm). It was also highly effective at selling a lifestyle that Corona as a masterbrand portrays and offers to its consumers, leading to a huge purchase uplift of 34% compared to the UK norm of 15%. 

Before watching the ad only 11% of respondents said they would choose Corona Cero the next they were buying low or no alcohol beer; after watching the ad this rose to 45%. We feel strongly about this uplift also being applicable to the brand’s alcoholic counterpart given the fact the ad focused significantly on the feeling the brand delivers vs the non-alcoholic product itself.

When your brand identity is the same worldwide and you choose to leverage a cultural phenomenon that is experienced universally, it’s a lot easier for your campaign to travel across markets. This is exactly what the ‘For Every Golden Moment’ campaign does. The campaign has gone live in 40+ countries and we have a hunch it will do just as well in other countries as it has in the UK. Testing it in the US market, it scored in the top 5% of ads in both sales and brand impact!

What did you think? Let us know by interacting with our coverage of the ad on LinkedIn.

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