Constellation Brands has announced that it has launched its first campaign with rapper Snoop Dogg aimed at unifying the Corona family of brands.
'‘La Vida Más Fina’ (the Fine Life) is an integrated marketing campaign that presents an evolved, more optimistic tone for the Corona beer brand,' the drinks giant explained.
“You can’t choose everything in life, but you can still choose to find the fine in life,” Snoop Dogg said in a statement.
“And with everything going on in the world, that’s a perspective people really might need to hear right now. Teaming up with a brand like Corona to encourage people to find more good in life, that’s La Vida Más Fina,” he added.
'Proud Heritage'
According to the beer brand, 'La Vida Más Fina' celebrates the brand’s proud heritage: appreciating what you have, going with the flow and choosing to live on the bright side.
'These beliefs are embedded deeply in Corona’s — and Snoop Dogg’s — roots and are universal values that continue to grow in importance,' it added.
“La Vida Más Fina' is a modern expression of Corona’s lifestyle and respected place in culture,” said Ann Legan, vice president of brand marketing, Corona.
“Through the new campaign, we’re acknowledging that the aspects of our lives that have always been important always will be: doing what makes you feel good with the people you care about and enjoying the moment in front of you. And who better to introduce this concept than Snoop?,” she added.
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