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Material Trends for Navigating the Pandemic / #2: Brutalist Beauty
In this 4-week series, “Material Trends for Navigating the Pandemic,” our team of designers are sharing four new ...
Corona
Corona Extra wanted to bring its brand essence of “Saber Vivir,” or “knowing how to live” to life for fans in the ballpark.
Retail Experience / Adaptation
Opportunity
As the official import beer partner of the San Francisco Giants, Corona had the opportunity to brand an in-venue concession destination at Oracle Park, which brought its own unique set of challenges to stand out.
The Change
The use of shipping containers creates an impactful, cost-effective, and uniquely Corona pop-up experience. Fans are excited to have a new premium gameday experience and can easily find it during both day and night games and other events.
Impact
Constellation Brands saw an increase in Corona sales and brand awareness within Oracle Park. What was scoped as a short-term opportunity is now a long-term activation inside the park.
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From concept to build in 90 days, this set a new precedent in speed to market and gave Corona a world-class brand experience that perfectly delivered the brand to the fans at AT&T Stadium.
