• by Teresa Buyikian , March 19, 2025

The beach is throwing massive main character energy in Corona’s latest brand campaign.

This week the beermaker announced “La Playa Awaits,” which encourages consumers to “embrace the Mexican beach mindset” and be present in the moment wherever that may be -- with Corona in hand, of course.

While the brand is known for its TV spots featuring beaches and palm trees (and the occasional Snoop Dog appearance), this campaign intends to “overtly celebrate the power of the beach, while also signaling a shift in the role of the beach for Corona -- moving it out of the backdrop and into the spotlight as a powerful mindset to live life more presently no matter where you are,” said the brand in an email to Marketing Daily.

Created by GSD&M, the campaign launches on March 27, MLB's opening day, with a :60 “Anthem” spot. In the ad, seen here, beautiful people hang out on the sand with friends drinking Corona as a voiceover waxes poetically about how the beach has a tendency to “throw us relentlessly into the present.”  

“We’re continuing to lean into what’s made Corona iconic -- our authentic connection to the beach,” as well as “extending what our beach represents – the pursuit of relaxation and contentment – to even more cultural touchpoints, special occasions and everyday moments,” said Rob Nelson, vice president of brand marketing for Corona, in the announcement.

The campaign will run on ESPN, MLB TV and regional sports networks and nationally through linear and digital TV, social media and streaming audio through the 2025-2026 MLB season. The brand reports that it has majorly increased  its media spend on sports, with a 66% increase in the MLB, a 40% increase in the NBA and 69% increase in the WNBA over last year. 

The agency has also created several vignettes, a video series of relatable moments exploring how Corona drinkers create their own experience of the “Mexican beach mindset.” One humorous :30 spot, “Extension Cord,” shows the lengths a man will go to mimic a tropical water mister while relaxing with a Corona on his New York City apartment rooftop. The agency has also created several :15 product-focused spots for the campaign.

Corona also announced an upcoming integration with HBO’s “The Last of Us,” with custom content premiering in April.