The campaign featuring Pascal will officially debut in May, just in time for summer
The Corona family of brands has teamed up with Emmy-nominated and SAG Award-winning actor Pedro Pascal to serve as its lead brand ambassador, bringing elevated style to la playa.
The campaign featuring Pascal will officially debut in May, just in time for summer, and will mark the next iteration of the Corona brand’s “La Vida Más Fina” campaign developed by MullenLowe Los Angeles. Pascal’s involvement marks a shift in tone as Corona looks to lean into its roots as a modern Latino brand.
“I think the creative around Corona has always been special, so it’s exciting to step into their vision,” Pascal said. “The La Vida Más Fina lifestyle definitely makes sense with a Corona in your hand.”
As is printed on every bottle and can, Corona is crafted to be La Cerveza Más Fina, “the Finest Beer,” and the campaign takes this philosophy a step further. Translated as “the Fine Life,” La Vida Más Fina encourages people to explore the fundamental truth that greater fulfillment and joy can be found in just about anything by simply refreshing one’s outlook and learning to let go.
“The entire Corona familia is thrilled to give an official bienvenido to Pedro as we proudly welcome him to la playa” said Saúl Trejo, director of brand marketing at Corona. “His impact on culture is undeniable, and as we continue to celebrate our shared heritage and assert our position as a modern Latino brand, there is no better partner than Pedro Pascal.”
