When you think of Corona, your mind likely drifts to the beach. But not just any beach—it’s the feeling of being on one: relaxed, easygoing, the sun warming your skin. That vibe has been the heart of Corona’s brand for decades. But in 2025, Corona is doing something different. They’re not just using the beach as a backdrop anymore—they’re turning it into a state of mind. And in the world of beer marketing, where everyone’s vying for your attention, that’s a brilliant, bold move.
A Mindset, Not Just a Moment
What’s so compelling about Corona’s new brand platform, “La Playa Awaits,” is its simplicity. It’s not just about the beach as a destination—it’s about taking that feeling with you, wherever you are. And that’s a game-changer. This campaign shows us a fresh way to rethink beer marketing in a world saturated with products. Corona is no longer waiting for you to go on vacation to sell you a bottle of beer. Instead, they’ve crafted a narrative where you can experience that same laid-back beach vibe, even when you’re stuck on a hot rooftop in the city.
In one of their new commercials, two friends, sweltering in the summer heat, open a Corona while standing on their rooftop. They plug in a fan, and in an instant, they’re transported to a beach paradise. It’s playful, relatable, and immediately makes you think, “Yeah, I want that.”
This storytelling isn’t just clever—it’s a strategic move in beer marketing. It moves away from the celebrity endorsements we’ve seen before (we all remember the Snoop Dogg ads) and digs deeper into something that resonates with everyday people. It’s not about being rich or famous. It’s about finding those small moments of escape—and that’s a powerful, universal message.
From Sports to Streaming: The New Corona Vibe
But Corona’s ambition doesn’t end at mood—it extends to scale. The brand has massively increased its media spend in major sports partnerships. They’ve poured 66% more into the MLB, 40% more into the NBA, and 69% more into the WNBA. And they haven’t stopped there. They’ve taken things a step further, integrating with YouTube live streams and even taking over ESPN’s augmented reality coverage for the Dodgers’ opening game.
These aren’t just flashy stunts. This is about embedding the brand into cultural touchpoints that matter to real people, where they live, work, and play. And what’s key here is that, whether it’s a packed stadium or a cozy living room, everything ties back to that one central feeling: the laid-back, carefree vibe of the beach. That’s what makes this campaign a perfect case study in beer marketing.
Selling a Lifestyle, Not Just a Product
Corona’s ad is a reminder of one of the most enduring truths in marketing: it’s not just about selling a product—it’s about selling a lifestyle. And in 2025, consumers crave experiences more than perfection. They want something that feels real, something that makes them feel intensely, even if it’s just for a moment. And this is exactly why Corona’s emphasis on daily escape hits home.
Compare this approach to what we usually see in advertising: Instead of a polished, perfect product pitch, Corona offers a relatable story. Instead of showcasing an idealized, pristine beach, they set the scene on a beat-up rooftop. Instead of shoving a beer into your hand, they’re offering you a mental vacation. It’s a refreshingly human angle that’s redefining how beer marketing can work in a crowded space.
Beer Marketing Lessons from ‘La Playa Awaits’
There’s a lot entrepreneurs and marketers can take from Corona’s approach. First, listen to the emotional cues in your customers’ everyday lives. What Corona is doing here is taking a routine experience—grilling on a rooftop on a hot summer day—and making it feel fresh, instead of idealizing an escape.
Second, be consistent. Every part of the “La Playa Awaits” campaign—whether it’s streaming, sports, or social media—reinforces the same emotional thread: the laid-back, carefree feeling of the beach. That consistency builds trust and recognition.
Third, remember: timing is everything. Launching “La Playa Awaits” during MLB’s opening day wasn’t a coincidence. It’s all about aligning your message with cultural rhythms. By tying the campaign to the start of a major sports season, Corona capitalizes on the collective excitement of the moment. It’s this kind of timing that turns a campaign into something much bigger—into a movement. That, right there, is the magic of beer marketing.
What’s Next for Brands Who Want to Take Notes?
You don’t need a budget like Corona’s to create a meaningful campaign. What you do need is a clear brand identity, a human emotion to anchor your message, and the courage to show up where your people already are. Whether you’re running a lifestyle brand, a DTC business, or just getting started, there’s something to be learned here about how to connect on a deeper level.
At the end of the day, marketing is about creating moments that matter. And Corona’s “La Playa Awaits” campaign proves that sometimes, the most powerful message isn’t about where your audience wants to be—it’s about how you can make them feel right where they are.
And that, in essence, is what great beer marketing strategy in 2025 looks like.
FAQ’s
- How do you build a lifestyle around your product?
Start with the emotions your audience craves, then show them how your product can fit seamlessly into their everyday lives. - What’s the best way to integrate with culture?
Meet your audience where they already are—whether that’s in sports, music, or entertainment—and speak their language. - Is timing really that important in marketing?
Absolutely. It’s not just about what you say; it’s about when you say it. Timing can turn an ad into a cultural moment, and that’s what makes people care.