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The famously chill Snoop Dogg doesn’t walk. He saunters. And he doesn’t check his watch. His only appointment is with a beach chair.
“Have you ever seen a man in a hurry, while also drinking a Corona?” asks the hip-hop icon as he settles into an ocean-front seat in a tropical paradise. “No, you have not. That’s the fine life, baby.”
In a match made in laid-back heaven, the musician and cannapreneur has partnered for the first time with Corona, the brand with vacation-in-a-bottle positioning that stretches back a few decades.
For the new campaign, shot before the pandemic and launched this week during the NBA Playoffs, Snoop introduces the tagline “La Vida Mas Fina”—“the fine life”—and puts a 2020 spin on rest and relaxation.
According to the brand, that means recognizing “not only the need to slow down in a hyper-connected world but also the universal truth that we all need to make time for the moments that matter,” said Ann Legan, Corona’s vp of brand marketing.
“The Fine Life,” which Legan said “stays true to our roots” and captures “the Corona lifestyle,” comes from MullenLowe LA. It’s the first work from the agency since winning the Corona business in 2019.
The campaign was finished in the spring, when the brand often advertises heavily during college basketball games. But with the NCAA’s March Madness tournament canceled, and the coronavirus and, later, civil uprisings dominating the news, the brand paused its rollout plans and reevaluated its message.
As it turns out, the agency made only subtle changes in the creative execution. The idea had always been centered on detoxing from digital overload, reexamining priorities and making space for small pleasures.
“In evaluating past work, the team realized that Corona’s most powerful campaigns have featured a choice to change one’s perspective,” said Javier Passerieu, managing director at MullenLowe LA. “‘Change Your Latitude’ centered on an act of defiance to get a better state of mind, and ‘Find Your Beach’ was all about choosing to find your ideal state of mind wherever you are.”
The new work plays up “the simple truth that you can find fulfillment in just about anything, simply by changing how you think about it,” he said.
The campaign tagline is intentionally in Spanish, Passerieu said, “symbolizing a heightened recognition of Corona’s Mexican heritage and the growing Hispanic population in the United States.”
The ads were shot before lockdown in Long Beach, Calif., and Tulum, Mexico, known for its white sand and turquoise waters. Snoop, a frequent ad pitchman, posted a teaser for the campaign on his Instagram on Monday, quickly logging 600,000 views.
In addition to 15- and 30-second television spots, there will be a Giphy library and retail promotions. Still to come: additional brand ambassadors for a campaign that’s intended to be a halo over numerous Corona products, like its newly launched seltzer.
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Join Dwyane Wade, Julian Duncan, Andrea Brimmer, Kory Marchisotto and more at Brandweek Masters Live, on Sept. 14-17, for main stage insights, in-depth Masterclasses and more. Register now (early-bird rates expire 9/1)