Corona has launched “Pay With Your Sunset”, a campaign that turns a common action like adjusting the brightness of your phone into a rewarding brand experience. The initiative, developed by GUT from its offices in Buenos Aires and Bogotá, allows users to unlock promotions in TaDa – the beverage delivery app – by synchronizing the brightness level of their screen with that of a sunset characteristic of the brand.
The proposal is based on one of Corona’s historical assets: the “sunset”, an aspirational moment associated with disconnection, nature and enjoyment. However, the brand recognizes that this context is not always accessible in everyday life. Faced with this, it proposes a reinterpretation by transferring that moment to the device that accompanies the user at any time of the day.
The brand relies on the functionalities of the device as a new creative medium
“Pay With Your Sunset” thus introduces a new territory of communication: that of the functionalities of the device as a creative medium. Far from simply representing the sunset, Corona translates it into a tangible experience, accessible at any time and place, even in conditions far from its traditional imagination, such as urban environments or days without natural light.
The launch reinforces Corona’s strategy of building a brand based on recognizable cultural codes, but adapted to new contexts. In this case, the sunset stops being just a symbol and becomes an activatable mechanic, which connects with everyday digital habits.
The simplicity of the idea allows its scalability and facilitates its integration into different markets and platforms. With this, Corona expands its creative universe and redefines the way in which its brand territory can be experienced on a daily basis.
