Corona Cero needed a credible and impactful entry into the highly saturated space of sports sponsorship – the Olympics. How could a brand known for relaxation and celebration create genuine local relevance and cultural resonance amidst fierce competition and global media saturation?
Corona Cero didn’t just join the Olympic conversation – it disrupted it. Rather than chasing medals, Corona celebrated everyday South African moments alongside iconic Olympic achievements. By placing real Olympic venue seats across South Africa and celebrating personal triumphs of local heroes like Akani Simbine and Tatjana Schoenmaker, Corona transformed Olympic performance into relatable #GoldenMoments for everyday South Africans.
PR led the narrative, delivering immediate, culturally relevant storytelling. From athlete homecomings at O.R. Tambo Airport to live segments on Morning Live – South Africa’s biggest morning show – Corona turned fleeting Olympic moments into nationwide celebrations. With vibrant fan parks and watch parties, strategic influencer activations in Paris, and dynamic real-time storytelling, Corona generated 112 media placements, over R11.6 million in earned media (almost four times the target), reaching over 327 million people, cementing Corona Cero’s position as a standout Olympic brand in South Africa
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