Corona Canada celebrates Day of the Dead with Zulu Alpha Kilo

Ads, Creativity

As part of its new Live Mas Fina platform and to celebrate the annual Mexican Day of the Dead celebrations, Corona Canada is offering a series of limited edition tall cans of Corona Extra.

The cans, designed by Zulu Alpha Kilo, feature authentic, Mexican skull artwork and are on shelves now across Canada leading up to November 1st and 2nd celebrations.

To help promote the cans, Zulu also created a vibrant out of home and print campaign featuring an eye-catching series of original skull illustrations inspired by traditional Mexican sugar skull designs. Each design in the series represents a meaningful way of living with themes such as love, adventure and thoughtfulness.

The campaign, which in the start of October, also features a themed makeover on the brand’s Facebook, Twitter, and You Tube pages as well as a social media contest giving fans an opportunity to win limited edition Corona silkscreen prints of the original sugar skull artwork. The silk screens will be numbered and reserved for winners only, but mass produced tear away posters will be available in select locations around the country, allowing consumers to help themselves to a free copy.

A short documentary is also in the works and will feature the making of the posters with a focus on the art of traditional silk screening.

The Live Mas Fina philosophy lends itself perfectly to the meaning behind Day of the Dead (…) It’s a celebration of life and we’d like to share that with Canadians in the hope of inspiring them to live their lives to the fullest.

Lindsay Wilson,

National Marketing Manager Modelo Molson Imports L.P

Day of the Dead is a celebration that is becoming increasingly popular across the globe – and Corona is the perfect brand to bring it to Canada because of its shared Mexican heritage and the brand’s Live Mas Fina philosophy (…) And with the authentic beauty of these posters and can designs, the holiday is sure to be noticed this year.

Zak Mroueh,

Chief Creative Officer and CEO Zulu Alpha Kilo.

Day of the dead is a Mexican holiday celebrated throughout Mexico and around the world. The holiday focuses on celebrating the lives of friends and family members who have died. The celebration takes place annually on November 1 and 2.

Modelo Molson Imports L.P. is a joint venture that imports, distributes and markets the Modelo portfolio of fine beer brands across Canada. The Modelo portfolio includes Corona Extra, the #1 imported beer in Canada, Corona Light, Negra Modelo and Pacifico beer brands.

Zulu Alpha Kilo is based in Toronto, Ontario. Founded in July 2008 by Zak Mroueh, the agency has a full-time staff of over 60 people. Clients include Audi Canada, Bell Canada, Coca-Cola Canada, Interac Association & Acxsys Corporation, Modelo Molson Imports (Corona), Service Inspired Restaurants and Workopolis. Everyone in the company belongs to one company-wide creative group, and free-spirited, collaborative ideation is one of the agency’s core principles.

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