Corona - "Mexico Extra"

Leo Burnett Mexico

Leo Burnett Mexico Mexico City, Mexico

11099

Title	Mexico Extra
Agency	Leo Burnett Mexico
Campaign	Mexico Extra
Advertiser	AB Inbev
Brand	Corona
Posted	January 2019
Business Sector	Beers, Ciders, Lagers
Story	In September 2017, millions of Mexicans were affected by the most devastating earthquake in 32 years; however, something good came out of it: a new Mexican sense of unity.When people had no strength left, they brought out more to help each other. In Mexico, we call this: “Giving the extra”.Corona wanted to take the spirit of the tragedy to bring people together in an effort to rebuild. We decided to “Give the Extra” too, starting with the most important thing we have: our name.We rebranded Corona Extra to Mexico Extra. No longer saying “The finest beer”, but claiming with pride and to the whole country “We always can”.Removing the name from our can was a symbol showing the tragedy was not about Corona, it was about rebuilding and encouraging Mexicans to keep their high spirit.
Media Type	Case Study
Global Chief Creative Officer	Mark Tutssel
Chief Executive Officer (CEO)	Horacio Navarro
Chief Creative Officer	Federico Russi
Creative Director	Aldo Gonzalez
Head of Art	Jorge Marrufo
Account Director	Hugo Rivapalacio
Agency Producer	Roberto Collazo
Agency Producer	Jesús Almazán
Copywriter	Aldo Gonzalez
Copywriter	Pablo Miranda
Art Director	Andrés Landivar
Art Director	Alan Daniel Benavides
Art Director	Raquel Jaúregui
Art Director	Maximiliano Hernández