The object of study in semiotics is not the signs but rather a general theory of signification the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory.
#LA VIDA MAS FINA SERIES#
For more information, visit , and refresh your perspective on Instagram or on Twitter.Īs always, Corona encourages consumers to enjoy its products and relax responsibly.The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits. The Corona family of products is available at restaurants, bars, local retailers and via online delivery services nationwide. Sales of Corona remain strong, with recent data revealing that sales have increased by more than 17% since March 2020. In an effort to share a diverse set of perspectives, the campaign will soon introduce other celebrities with their own takes on La Vida Más Fina. “La Vida Más Fina” is a fully integrated campaign launching on Corona’s social channels with a dedicated GIPHY library, digital support, PR, and :15 and :30 television commercial spots that will air during the NBA playoffs and finals.
#LA VIDA MAS FINA PROFESSIONAL#
Now, with the return of professional sports - a category Corona has long supported - the brand is ready to share its refreshed perspective with the world. Since then, “La Vida Más Fina” has evolved in subtle ways to address current conversations and shifts in the consumer lifestyle. The campaign began to take shape earlier this year but was paused as unexpected cultural considerations came into play. Spearheading the work is creative agency MullenLowe LA, which joined the Constellation Brands roster in March 2019. And who better to introduce this concept than Snoop?” “Through the new campaign, we’re acknowledging that the aspects of our lives that have always been important always will be: doing what makes you feel good with the people you care about and enjoying the moment in front of you. “ La Vida Más Fina is a modern expression of Corona’s lifestyle and respected place in culture,” said Ann Legan, vice president of brand marketing, Corona. These beliefs are embedded deeply in Corona’s - and Snoop Dogg’s - roots and are universal values that continue to grow in importance. “La Vida Más Fina” celebrates the brand’s proud heritage: appreciating what you have, going with the flow and choosing to live on the bright side. Teaming up with a brand like Corona to encourage people to find more good in life, that’s La Vida Más Fina.” “And with everything going on in the world, that’s a perspective people really might need to hear right now. “You can’t choose everything in life, but you can still choose to find the fine in life,” Snoop Dogg said. Translated as “the Fine Life,” La Vida Más Fina encourages people to explore the fundamental truth that more fulfillment and joy can be found in just about anything, simply by changing one’s outlook. The fully integrated marketing campaign marks a refreshed take on the Corona lifestyle and an evolved, more optimistic tone for the brand as it continues to honor the OG classic Corona Extra while also growing to introduce Corona Hard Seltzer and other innovations.Īs written on every bottle, Corona is crafted to be La Cerveza Más Fina, “the Finest Beer,” and the new campaign takes this philosophy a step further. The Corona family of brands has teamed up with entertainment icon Snoop Dogg to debut “La Vida Más Fina,” its first campaign designed to unite the Corona brand family. The renowned beer teams up with the entertainment icon to introduce a refreshing new perspective.
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