The Challenge
Corona is globally synonymous with sunsets and relaxation. The challenge, encapsulated in the global brief "Everyday Sunsets," was to solidify this connection as a daily occurrence, not just an occasional treat. In Peru, where the market is still nascent for Corona, this global directive also takes on local significance. By promoting the idea that sunsets—and by extension, Corona—are daily pleasures, the campaign aims to transition the brand’s image from a premium, seasonal option, to an everyday refreshment. This approach is designed to increase daily consumption and strengthen Corona's presence in the Peruvian market.
The Solution
"Rent Your Sunset" creatively capitalizes on the universal appeal of sunsets by transforming everyday venues into unique branding platforms for Corona. The core idea is to intervene in the windows of selected businesses to frame and highlight the sunset outside, essentially 'renting' the sunset view and branding it with Corona. This intervention allows patrons inside to experience the sunset as an enhanced, Corona-branded moment, promoting a daily ritual of enjoying a Corona during the sunset. This simple yet powerful visual modification aligns with Corona's global identity associated with relaxation and nature.
