Mexican beer brand Corona is shaking things up with a new marketing campaign, recruiting the help of Chilean actor Pedro Pascal in an effort to reach Latino consumers.
The beer brand’s previous campaign, “La Vida Mas Fina,” starred rapper Snoop Dogg. Going forward with Pascal, however, the company said it is seeking “a shift in tone” in its marketing.
“The entire Corona familia is thrilled to give an official bienvenido to Pedro as we proudly welcome him to la playa,” a statement from Saul Trejo, Corona’s director of brand marketing, said. “His impact on culture is undeniable, and as we continue to celebrate our shared heritage and assert our position as a modern Latino brand, there is no better partner than Pedro Pascal.”
Constellation Brands, which markets Corona in the United States, clarified in a
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