Submitted by OgilvyAgency IPI Score 95/100

Sunshine, Anytime

Content Creation

Ogilvy's DAVID Miami launched Corona Sunbrew, a 0.0% beer that is a source of Vitamin D, with a sun-soaked beach film positioning it as sunshine you can enjoy anytime.

Case in 60 seconds

Corona wanted to launch a new product, Corona Sunbrew, a 0.0% beer that is a source of Vitamin D, and make the nutritional benefit feel authentic to the brand.

The sun is the most direct source of Vitamin D, and Corona already owns a strong association with sunshine and nature, so the benefit could be told through the brand's existing world.

Frame Sunbrew as sunshine you can enjoy anytime, a beer that carries the benefit of the sun even when you cannot get outside.

DAVID Miami created a film set in bright sunshine on a beach, showing the sun as a source of life and Sunbrew as the beer to complement a day in the sun.

No performance figures are published; the case rests on the strategic fit between a new nutritional product and Corona's established sunshine platform.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Beer drinkers looking for a non-alcoholic option, and people who want the benefit of the sun without necessarily spending a day outdoors.
Non-alcoholic beers can feel like a compromise, and an added-vitamin claim risks feeling gimmicky rather than credible.
Launch a genuinely new proposition, a 0.0% beer with Vitamin D, while keeping it recognisably Corona.
Corona positioned Sunbrew as a natural extension of its sun and nature identity, so the Vitamin D benefit felt like part of the brand's existing story.
Anchoring a new benefit to a brand cue people already associate with the product (the sun) lowers the effort needed to accept the proposition.

Creative & Execution System

Assets & channels

  • Launch film set on a sunny beach
  • Product launch for Corona Sunbrew 0.0%

Partners

  • Ogilvy (DAVID Miami)

Participation mechanic

  • Not disclosed

Creator role

  • Not disclosed

Why Ogilvy's strategy worked

  1. 1

    Anchoring a new product benefit to an ownable brand cue, the sun, let the Vitamin D claim feel authentic rather than bolted on.

  2. 2

    Launching within Corona's existing sunshine and nature world reduced the leap audiences had to make to accept a non-alcoholic product.

  3. 3

    A single, clear film idea kept the launch focused on one memorable proposition.

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