Lindsey Rayner appointed Managing Director of marketing agency Levergy
She brings extensive experience as a senior agency executive and has a particular interest in sports sponsorship and passion-led marketing
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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