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OUT-OF-HOME ADVERTISING

Corona beer’s bright OOH idea: A billboard with no advertisement

By our African Marketing Confederation News Team | 2024

Out-of-home advertising billboards can be intrusive and block out the sunlight. Beer brand’s new campaign lets the sunshine in.

The out-of-home advertising industry is known for its placement of billboards in key locations in towns and cities around the world – often to the annoyance of local residents.

 

But a new OOH campaign from beer brand Corona is changing the narrative that billboards are intrusive, unsightly and block out the sunlight,  

Corona’s new ‘no ad’ billboard debuts in London. Photo: Corona

 

That’s because the new Corona Cero alcohol-free beer ads feature … not much at all. Instead, the campaign embraces the essence of brightness and openness, and all that passers-by see is an empty billboard frame with ‘Sunshine for Everyone’ written in small lettering. 

 

It follows through on an international series of advertisements by Corona called ‘Sunshine is back’. 

 

The new out-of-home campaign kicks off in London, which can be dark and gloomy – particularly when large billboards are blocking any available sunlight from reaching apartment complexes and office blocks. 

 

“Gone are the days of traditional billboards overshadowing residential buildings,” Corona explains in a media statement. 

 

A more uplifting environment for city dwellers 

 

“Instead, Corona’s latest campaign features an outlined frame that acts as a beacon of light, allowing sunshine to permeate through. This unique concept aims to brighten up urban landscapes and create a more uplifting environment for city dwellers. 

 

“By promoting this product in such a creative manner, Corona not only highlights its commitment to offering diverse beverage options but also underscores the importance of embracing moments of relaxation and enjoyment, even in the midst of bustling city life.” 

 

Following its London debut, the beer brand’s ‘bright idea’ then moves to other European cities. 

 

Says Ruta Ambrasaite, Marketing Manager for UK and Ireland at Corona: “‘Sunshine is back’ is an exciting campaign for us as we continue to demonstrate our commitment to connecting people with nature, bringing to life our ethos as a beer brewed with 100% natural ingredients.” 

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Rozanne
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.