Corona Cero, the non-alcoholic version of the renowned Mexican beer, has launched an ambitious out-of-home (OOH) campaign, spotlighting a powerful image of Brazil’s Gabriel Medina from this year’s Olympic surfing competition.
The striking photograph captures Medina suspended mid-air, perfectly perpendicular to the water, with his surfboard trailing behind—a moment that quickly became one of the most iconic visuals of the Games. Taken early in the tournament, the image has since resonated with audiences, encapsulating the spirit and athleticism of the event.
Corona Cero is leveraging this image to its fullest, displaying it across major cities worldwide. Joao Pedro Gentil Zattar, Global Marketing Director of Corona Extra, shared his enthusiasm on LinkedIn, stating, “As we couldn’t take this historical image to the Louvre, we are giving it its deserved space in different cities around the world, bringing more of Gabriel Medina to the world! Surfing is the highlight at the biggest stage in the world! And Corona Cero is making it bigger!”
Zattar also emphasized Corona’s long-standing commitment to surfing, supported by its partnership with the World Surf League (WSL) and sponsorship of top athletes. The decision to capitalize on a viral image of one of their sponsored athletes during the Olympics was, as he described, “a sign from the universe for us.”
Advertising during the Olympics comes with strict regulations, as evidenced by a recent incident involving Pizza Hut Australia. The company faced backlash after promising free pizzas for every Australian gold medal and had to retract any mention of the word “Olympics” in its promotional materials.
However, as the first global beer sponsor of the Olympics, Corona Cero enjoys more freedom in its advertising endeavors. The brand is using this partnership to not only highlight memorable “golden moments” from the Games but also to connect these moments with the everyday triumphs that are best celebrated with a chilled, alcohol-free beer.
AB InBev CEO Michel Doukeris highlighted the significance of the partnership when announcing the deal with the Olympics earlier this year, stating, “Beer and sports are better together, so we are proud to be the first beer sponsor for the Olympics at the Worldwide Olympic Partner level. Beer is the beverage of moderation and choice, and so it’s only fitting to lead with our fast-growing zero-alcohol beer, Corona Cero, for this occasion.”
Doukeris also noted that this partnership represents an opportunity to engage with billions of fans globally, heralding a new era of Olympic spirit and celebration. Corona Cero’s presence will extend through the 2024, 2026, and 2028 Games, reinforcing its commitment to the global sports community.
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