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Beverage brand Corona is paving the way for actor Pedro Pascal to take the helm in a refreshed iteration of its "La Vida Mas Fina" campaign.
In line with this decision, the company will also be bidding farewell to American rapper Snoop Dogg, the campaign's previous frontman, after a successful three-year partnership.
"We thank Snoop for his inspiration and true master of chill attitude that was embodied within the 'La Vida Mas Fina' campaign," remarked a spokesperson from Corona's parent company Constellation Brands, acknowledging Dogg's contribution to the campaign's success.
An Ode to Latinos
Set to debut in May, Pascal's involvement signals a significant shift for the brand as it aims to embrace its Latino heritage and appeal to a more diverse audience.
"It's the recognition that Hispanics continue to redefine what mainstream means, influencing food, music, and culture in the U.S.," Saul Trejo, director of brand marketing at Corona, said in a statement.
We share the same heritage and La Vida Más Fina serves as an expression of our intentional optimism and proud Hispanic roots," he added.
Pascal, known for his roles in HBO's hit series "The Last of Us" and "The Mandalorian," brings his own brand of charisma and sophistication to the campaign.
The Chilean-American actor had also worked with Chilean wine company Casillero del Diablo.
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"I think the creative around Corona has always been special, so it's exciting to step into their vision. The La Vida Más Fina lifestyle definitely makes sense with a Corona in your hand," Pascal said in a press release, expressing his enthusiasm for the collaboration.
Alongside Pascal's debut, Corona is ramping up its advertising efforts, with plans to invest 25% more than its previous summer average.
The brand aims to engage consumers across various touchpoints, including sports events and digital platforms like YouTube and Snapchat.
Notably, Constellation Brands, together with creative agency OKRP, will revitalize its Corona Premier brand with a new campaign titled "Welcome to the Premier Side of Light," highlighting the brand's appeal to consumers seeking an active lifestyle.
Editing by Katherine 'Makkie' Maclang
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