The beer brand Crown 100 years old in Mexicoand to celebrate it he has decided to rely on his own advertising career in the streets of the country. In this way it is born “Certified by the sun”an external advertising campaign designed by the Creative Agency GUT, which converts the presence of the brand into a symbol of trust and commitment to its clients.

“The best way to celebrate the 100 years of crown is to recognize those places that, like our beer, have an inseparable relationship with the sun”, Explains the agency in a LinkedIn publication. The campaign collects a series of photographs of Facades, bars and worn restaurants For exposure to light, where the brand logo resists still recognizable. On them, the phrase “100 years under the sun” connects the stories of these places with The authenticity and legacy of the brand in Mexico.

“Over the years, thousands of bars have proudly exhibited crown posters”, Points out the group model in a press release.”Many of them, worn, discolored or almost faded by constant sun exposure, tell a story that goes beyond the passage of time. Far from representing abandonment, they are the most genuine test that these places have been, for decades, the perfect scenario to enjoy a very cold crown“

In this way, the “Sun Certified” campaign travels through its photographs common spaces for beer consumption in Mexico. Either a facade of a street building, a bar plastic chair, or the entrance of a place. Corona foresees extend this concept to other countries In which it is present, seeking the emotional connection with customers from recognizable elements in those markets. And all this under the same concept of veteranía: “Crown does not need certifications. Is certified by the sun”

With this crown campaign reaffirms The pride he feels towards his birth country. In recent years, the brand has evidenced it in different actions. In 2024, for example, he launched “Callando Bocas” to support the Mexican soccer team in the Copa América, within the framework of its sponsorship to the team. “Mexicans do not know the meaning of the impossible word, we always find how to achieve something, turning doubt into fuel to exalt courage and determination”, Said Yune Aranguren, Core Brand Director in Grupo Modelo.

Players like Luis Ángel Malagón, Uriel Antuna, “Piojo” Alvarado or Natalia Mauleón, among others, lent themselves to appear in a spot that emphasized the competitive character of Mexicans to overcome any challenge.

The brand also extended the “Callando Bocas” campaign to the context of the Olympic Paris Gameswith a spot shot in the sports locations of the Mexican Olympic Committee. In him, Mexican actress Karla Souza reviewed the historical triumphs of her country athletes. “Tell a Mexican who cannot, tell him that he will not stand out, to put his feet on the ground and already throw the towel”, Says the artist.“Tell a Mexican who will not achieve it, and you will always have the same answer“