Corona is making its summer campaign more actionable.
The beer brand has launched "Living is Calling," a global extension of its "This Is Living" platform created by Wieden+Kennedy Amsterdam.
The campaign pairs a new hero film with a Tripadvisor partnership featuring more than 300,000 experiences, giving eligible consumers a way to move from the bottle to outdoor travel ideas.
Launching in more than 30 countries, the campaign lets people of legal drinking age scan QR codes on Corona packaging for a chance to unlock vouchers toward real-world travel experiences.
The work also includes digital, trade, and OOH assets, with select market takeovers designed to turn everyday environments into nature-inspired escapes.
For Corona, the campaign adds a clear action layer to its long-running beach and outdoor positioning.
A First-Person Call to Go Outside
At the center of the campaign is "Living is Calling," a hero film following seven friends across natural landscapes.
The film, digital assets, trade creative, and OOH work are all designed in first-person point of view, which is a first for the brand.
Viewers see hands passing bottles, friends gathering outdoors, and landscapes opening up around the group, making the film feel built for participation.
The format gives the campaign the feel of a personal invitation.
Juan Sevilla, Creative Director at Wieden+Kennedy Amsterdam, said Corona has spent more than a decade telling people to put living first through "This Is Living."
"This year, we’re going a step further. We’re turning that platform into a literal invitation to get out there and actually start living this philosophy," Sevilla said.
Clarissa Pantoja, Global Vice President of Corona, said the brand is pairing the campaign with its "biggest program ever" to enable outdoor experiences.
"We’re empowering consumers to live this summer and reconnect with what truly matters - nature, human connection and real experiences, all enjoyed together with a beer in hand," Pantoja said.
Together, the film and experience program make Corona’s outdoor positioning feel active, with the brand asking consumers to participate in the world it has built.
Tripadvisor Turns Packs Into Tickets
The Tripadvisor partnership gives the campaign its utility.
Corona packaging becomes a starting point for discovering outdoor experiences, from coastal hikes in South Africa and sunset sailing in Brazil to paragliding in Peru and snorkeling along Italy’s Amalfi Coast.
The brand is also using OOH to extend the campaign into daily environments.
In select global markets, Corona will transform high-traffic spaces, including Latin American buildings and Canadian commutes, into nature-inspired installations.
It follows Corona’s "Earth Is Calling" documentary, which used explorers, oceans, and Corona Island to reinforce the brand’s connection to nature and environmental responsibility.
"Living is Calling" carries that same outdoor identity into a more action-led campaign, connecting the product to travel discovery through Tripadvisor.
This gives the campaign three practical layers:
- Turn packaging into access. QR codes connect the product directly to travel discovery.
- Build around brand behavior. Corona links the first sip with outdoor experiences.
- Use OOH as a reminder. Nature-inspired takeovers bring the campaign into daily routines.
The campaign’s strength sits in the connection between Corona’s brand world and a clear consumer action.
Corona already owns a clear association with beaches, travel, and outdoor relaxation.
Tripadvisor adds the travel discovery mechanic, and the vouchers give consumers a reason to scan.
For marketers, this is where the campaign becomes more than seasonal brand film. It turns an existing brand platform into something people can act on.
Our Take: Can Corona Turn Branding Into Participation?
We think Corona’s campaign works because it gives "This Is Living" a practical next step.
The brand has always had a strong outdoor language.
Now, it is connecting that language to QR codes, travel experiences, and real-world activations.
This matters because summer campaigns can easily blur together, but Corona’s advantage is how clearly the partnership fits the brand.
Tripadvisor supplies the experience layer, while Corona supplies the mood, occasion, and visual world.
The campaign also keeps the product close to the action. The bottle is not just shown in the film. It becomes the entry point to the wider program.
For beverage brands, the lesson is clear: lifestyle positioning has more value when it gives people somewhere to go.
Looking to build campaigns that connect product, travel, and real-world experiences? Explore these top experiential marketing agencies in our directory.
