Sunshine in a BOTTLE? How did this campaign allow consumers to enjoy sunshine anytime, anywhere?

Thursday: Gorillas of Guerilla Marketing FROM THE DESK OF MILES EVERSON: Welcome to today’s edition of “Gorillas of Guerrilla Marketing!” We’re excited to share with you another brilliant marketing campaign. According to Jay Conrad Levinson, guerrilla marketing is unconventional, engaging, impactful, and easy to execute. I personally enjoy encountering these marketing strategies because they’re fun and interesting, and they remind me that promoting one’s brand doesn’t always have to be traditional, serious, or formal. Today, let’s talk about a digital guerrilla marketing campaign conducted just early this year. Continue reading to know how this beer brand maximized its innovation strategies to put sunshine in a bottle and offer its target market something they’ve never tasted before. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

Sunshine in a BOTTLE? How did this campaign allow consumers to enjoy sunshine anytime, anywhere? The sun is a powerful source of energy. It radiates light and heat, which are necessary elements for life to exist on Earth. Without the sun, there would be no solar energy… and when that happens, the entire planet and solar system would freeze and fall into complete darkness. Another benefit living beings—especially humans—get from the sun? Vitamin D! By having your daily dose of sunlight, you’ll get an adequate amount of this vitamin, which is essential to fight depression and improve your overall immunity and health. … but what if you live in a country where nights are longer and there’s not enough sunlight in a day? How would you give your body its much-needed vitamin D? That’s what this beer brand tackled in its recent digital guerrilla marketing campaign… Corona is a beer brand produced by Mexican brewery Cervecería Modelo and owned by Belgian company AB InBev. It is the most popular beer in Mexico, and is exported in over 180 countries across the globe. No Corona beer is complete without lime or lemon. A wedge of the fruit is placed in the neck of every Corona bottle to add character, flavor, and refreshment to the beer. Sunshine in A Bottle As a brand that celebrates time outdoors and is often associated with the sun and the beach, Corona is all about inviting people to pause, relax, and enjoy the simple pleasures in life. According to the brand’s Global Vice President, Felipe Ambra, the feeling of the sun is one of the things people love most about the outdoors, and that is why Corona always innovates its products. The brand wants to remind people of that “sunny feeling” whenever they drink a Corona beer. However, for those who don’t experience the sun often due to their country’s climate, selling that proposition might not be as effective. … and that’s where Corona saw a UNIQUE opportunity in the market. INTRODUCING: Corona Sunbrew and the “Sunshine, Anytime” campaign! Corona Sunbrew is the brand’s first-of-its-kind, non-alcoholic beer that contains 30% of the recommended daily value of vitamin D per 330 ml serving. As the newest member of the Corona family—launched only in January 2022—Corona Sunbrew allows consumers to have their dose of sunshine anytime, anywhere. The product was first released in Canada, precisely at the time of the year when most Canadians experience limited sunlight due to the winter season. According to Corona, this was the ideal market to launch an innovation synonymous with the beach and outdoor celebrations. So… how did Corona raise awareness about its new non-alcoholic product? Through the “Sunshine, Anytime” digital guerrilla marketing campaign! Uploaded on YouTube on January 5, 2022, the campaign video consisted of various scenes filmed on a sun-soaked beach in Costa Rica. The film presented the pleasure of outdoor living brought about by the boundless positive energy from the sun. The video also highlighted Corona Sunbrew’s main components: That it’s a good source of vitamin D and has 0% alcohol. By showing the sun as a vital source of life, the film presented the non-alcoholic beer as the best beer to complement a day in the sunshine, as well as for those who may not be getting as much sun as they prefer. Once Corona Sunbrew bottles were displayed in store shelves in Canada, mini screens were also attached to the shelves so supermarkets and grocery stores could play the campaign video and show the benefits of the non-alcoholic beer. Some stores also offered a free taste of the product through a shot glass. Because of this marketing strategy, lots of Canadians were captivated and purchased the new product! Corona also distributed the Sunbrew in the U.K. This was followed by distribution of the product across other key markets in Europe, South America, and Asia. Was Corona’s “Sunshine, Anytime” campaign effective? The Corona Sunbrew further gave depth to Corona’s beach life motto and demonstrated the brand’s commitment to smart drinking. The product also turned Corona’s promise into a reality, allowing consumers to enjoy “Sunshine, Anytime!” What were the results of the digital guerrilla marketing campaign? During the first week of the product launch, the campaign video garnered 30,000+ views on YouTube and the Corona Sunbrew gained a total of 4.8 billion social media impressions Around 100,000 liters of Corona Sunbrew were sold in just a month. According to the brand’s report, that’s equivalent to 28,000 days worth of vitamin D! About 6.7 million bottles of Corona Sunbrew were sold during the first quarter of 2022. Some medical practitioners in Canada praised the creation of the non-alcoholic beer, saying the Corona Sunbrew may be the first beer they recommend to their patients. The “Sunshine, Anytime” campaign bagged the following awards: 1 Silver Lion and 3 Shortlists at the 2022 Cannes Lions Awards 1 Wood Pencil and 1 Shortlist at the 2022 D&AD Awards 1 Merit Award at the 2022 One Show Awards 1 Gold Award and 1 Silver Award at the 2022 El Sol Festival 2 Gold Awards at the 2022 ANDY Awards These figures and recognitions show Corona’s marketing campaign for its newest product was successful in generating buzz and attracting more customers from all over the world! *Applause* As a business owner, leader, or marketer, what can you learn from this digital guerrilla marketing strategy? Addressing customers’ unmet needs and looking for unique opportunities in the markets are important keys to business and marketing success. Look at Corona’s “Sunshine, Anytime” campaign… As a brand that’s “deeply rooted in the sun,” Corona used the data on the number of people who don’t get enough sunlight in a day to innovate its products and fulfill a particular need—the need for vitamin D. … and because of its first-of-its-kind beer, the brand got the attention of millions of people in different parts of the world and made them curious about the “taste of sunshine.” The Corona Sunbrew even got commended and promoted by some medical professionals! This shows how a TRULY UNIQUE selling proposition that addresses customers’ needs can make a positive impact on the results of a brand’s marketing strategy. Get inspired by Corona’s “Sunshine, Anytime” campaign! Don’t just market your offerings for the sake of marketing. Look for an unmet need that your products or services can fulfill, incorporate that into your ads or campaigns, and you’ll see—not only will you generate buzz but also draw customers towards your brand. Be a ray of SUNSHINE to your target market too! Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Follow us on LinkedIn.     Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to learn how the tourism authority in Thailand reboosted the country’s tourism sector? See it in next week’s article!