Corona, the most iconic beer brand in America, needed to regain its swagger, cultural relevance and appeal to the next generation beer and seltzer drinker — the most diverse audience ever. Rooted in Mexican optimism, our insight was simple: By choosing to refresh your perspective, you can always find what’s truly finest in life.

La Vida Mas Fina is a bi-cultural brand platform that informs the entire brand: across all channels, communications, and brand behaviors.