Enjoy the Outdoors, Being out in Nature, Experience the Best Version of Yourself
Corona — the beer brand, not the virus — launched its content studio and the first original series out of it.
The beer brand is doubling down on high frequency, original content and thinking like a publisher globally.
Corona’s global marketing team was rebuilding its strategy around the phenomenon that consumers nowadays don’t want to be interrupted by advertising anymore but want to be engaged in the conversation. Therefore, Corona launched its Corona Studios, an in-house production facility that focused on creating quality entertainment at a regular pace, looks to inspire people to enjoy the life outdoors where Corona beer is often linked to.
The studio launches with a new original series, named Free Range Humans. This show follows eight people with different backgrounds. Brazilian PR-associate-turned-surfer Bruna Bessa, English architect-turned ocean advocate Emily Penn, South Africa’s first black freediving instructor Zandile Ndhlovu, and others. The one thing they have in common is that they want to leave behind their white-collar jobs to pursue a life of outdoor adventure.
The series, which runs as six to 10 minutes episodes and can be viewed on Corona’s global social platforms and their YouTube channel are true to the brand’s brand ethos of living life outside — preferably by the beach.
“Our entire brand is built around the reality that we spend 90% of our lives stuck inside,” said Chris Jones, global marketing director at Corona. This is not just another travel series. Starting from the COVID-19, we know that people around the world are increasingly appreciating the outside and considering what an alternative life would be like. People are tired of staying at home, working remotely or just in a period of change, or just feeling stuck and in a rut.
We believe being out in nature is where we experience the best version of ourselves.
Free Range Humans served as a test, and Corona measured views in the short term and brand meaning long term. There are around 10 thousand views on YouTube, as a test, there might not be a season two in the future. However, Corona could learn how to do this in the right way, invest in things people like and their ambitions definitely are there to go bigger.
I think this video campaign can provide Corona a new and first-hand inspiration on what could look like once the covid subside. By spreading the idea of the embodiment of the Corona lifestyle and serving as motivation for others to pursue a fulfilling life in and around the natural world when they can.
