The Challenge
Corona Cero, the non-alcoholic version of Corona, needed to carve out its own moment of enjoyment that was just as relaxing, iconic, and on-brand as the original. However, being a non-alcoholic beer meant that it could be consumed at any time of day. The challenge was to create an experience for Costa Rica where the brand could feel just as essential and connected to the country’s natural beauty without relying on traditional sunset imagery. Costa Rica is unique in that some of its most famous beaches, like Cocles and Caye Caulker, do not have sunsets that dip into the ocean. Instead, the sun rises over the water, presenting a new, untapped opportunity for a brand experience.
The Solution
We reimagined Corona’s most iconic image—the sunset—and transformed it into a sunrise moment for Corona Cero, taking advantage of the geographical uniqueness of Costa Rica, where mornings are just as sacred as evenings, and where the sun rises, not sets, over the ocean. By shifting the narrative from sunset to sunrise, we introduced a new ritual for enjoying Corona Cero — The Other Sunset. This campaign was shot at 5:00 a.m. when the sun rises in Costa Rica, capturing the authentic beauty of the country’s beaches. The visuals, paired with the idea of a morning ritual, were used across print, outdoor placements, and social media, making Corona Cero the go-to drink for a refreshing start to the day.
