Stories of conviction: Corona

When your formula for success becomes your prison.

Behind every enduring brand is a moment of decision - when belief had to become action. I thought I’d revisit and assemble a few I’ve had the privilege of contributing to.  If only for my own entertainment. They’re not about best practice -  but about what it takes (in the immortal words of Dolly Parton) to find out who you are and do it on purpose, when the easier path might have been to compromise.

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Like what do you do when your brand has become a prisoner of executional formula and wants accelerate growth with a real long-term brand platform?

That was the challenge facing Corona.

You go deeper on the territory you already occupy. You recognise that while the majority of people’s waking hours are spent indoors, biologically, neurologically, and psychologically, we are still profoundly adapted to being outside. You frame brand’s superpower not as merely relaxing on the beach but as reawakening - a deep, cellular remembering of who we really are beneath the fluorescent lights. And rather than talk at people you immerse them in this visceral experience - and ship a long-term global creative platform.

Sometimes all it takes is one fleeting hallway conversation with your Creative Director to ignite the magic.

Need help finding your brand’s superpower and manifesting it in the world with intent, conviction, and authenticity?

Let’s talk.

martin@emdub.co