• by Fern Siegel , April 29, 2024

Corona Premier wants to refresh the light beer category with a new brand campaign, "The Premiere Side of Light."

Created by BarkleyOKRP, the work highlights the pleasures of an active lifestyle.

The cross-platform campaign is running on TV, radio, digital platforms, social programmatic and out of home.

The ad touts “Carpe Low Carb,” which invites millennial drinkers to trade up to the “Premier Side of Light” beer.  The campaign is set to the song “Light it Up,” a 2015 hit by Major Lazer.

The brand is also introducing The Premier Club. Elements include a new partnership with Barry’s, the fitness studio, which will hold specialty classes and tasting experiences in eight markets.

On the sports front, there is an alliance with Premier Boxing Champions to present the Canelo vs. Munguia fight in Las Vegas on May 4. Also, experiential activations will kick off at the 2024 U.S. Open Golf Championship in Pinehurst, as well as the American Century Championship. Corona Premier will also sponsor Minor League Baseball and activate its Premier Club across stadiums throughout the summer.

To connect with fans, Corona named Matt James its new director of lifestyle. James will act as a "hype friend," promoting exclusive events and digital content.

The Corona brand includes Corona Extra, Corona Light, Corona Familiar, Corona Premier, Corona Refresca, Corona Hard Seltzer and Corona Non-Alcoholic.