Corona
National Cinco de Mayo Campaign
Our team developed the creative strategy and visual identity for Corona's national Cinco de Mayo campaign, creating an integrated brand experience that came to life across retail, on-premise, digital, social, and experiential touchpoints. At the heart of the campaign was an interactive digital piñata promotion that rewarded thousands of consumers with Uber Rides and Uber Eats gift cards, extending engagement throughout the entire Cinco de Mayo season.
I led the art direction for our studio photoshoot, partnering closely with photographers, stylists, and production teams to capture Corona's portfolio alongside a vibrant library of seasonal assets. We created a flexible visual system that could be adapted seamlessly across every channel. Designing with scalability in mind allowed us to move efficiently while maintaining a consistent brand experience.
The campaign exceeded performance goals and earned a 2023 Silver REGGIE Award for Promotion Marketing, recognizing its creative excellence and effectiveness.
Our ShootWe styled the shoot to evoke warm summer days. Golden bottles, soft natural shadows, and sunlit textures arranged to feel inviting, vibrant and celebratory. The studio setup let us photograph the full brand portfolio, capturing versatile assets that serve as building blocks for a wide range of printed and digital materials.
Digital We kept consumers engaged across the Cinco timeframe with multiple digital touchpoints—social posts, targeted digital ads, and interactive content—all driving momentum toward our sweepstakes and giveaways.
Our playful, easy-to-use Cincogram activation made participation feel fun and rewarding, which translated into strong lift, 2.8 million entries and 7,100 winners! Daily entry volume also rose substantially—on average the sweepstakes attracted more entries per day in 2022 than the entire contest did in 2021.
PrintWe continued using our vibrant visual language across retail and on-premise, from large-scale in-store displays to coasters at your local bar. Our creative captured attention everywhere our consumer was celebrating.
Work in the Wild
