Publicis Peru and Backus Present "Relaxing ads", Corona Cero's Campaign for the Olympics

Aug. 08, 2024

As the Paris 2024 Olympics approach, brands are beginning to present their innovative campaigns for this global event. One of these brands is the new Corona Cero, a 0.0% alcohol beer. 

Corona Cero represents an ideal alternative for those looking for new drinking occasions, enjoying a non-alcoholic beer, brewed with natural ingredients, that maintains all the characteristic flavor of Corona.

And to amplify its concept of relaxation, Publicis Peru has launched the "Relaxing Ads" campaign. This innovative OOH (Out Of Home) campaign “relaxes” the ads of other brands that show athletes exerting themselves or exercising. Thus, Corona Cero has positioned itself alongside the advertising of different sports brands such as Reebok, Smart Fit, Powerade and Klimax, inviting everyone to relax after any physical activity.

Corona analyzed more than 18,000 photos from its global photo bank to find the most similar images to those of the other brands, perfectly using their headlines to match the “And then relax” used by Corona. The panels have been deployed throughout Lima, capturing the public's attention and constantly reminding athletes and individuals of the importance of disconnecting and relaxing.

Alejandro Molina, VP of Marketing at Backus said:

“The Relaxing Ads campaign exemplifies what we are looking for with Corona Cero, after a moment of intense sports: disconnection. Together with our partners, we have implemented several street panels throughout the city."

 

On the other hand, Nelson Fragoso, General Manager of Publicis Peru said:

“This campaign was the winner of a global pitch, competing with ideas from agencies around the world. It is a campaign that is at the height of a global brand like Corona, of the objective, and also of the results”.

 

In addition to the street panels, the “Relaxing Ads” campaign will be present in print and various digital media, reaffirming the great relationship between Publicis, Backus and Corona in the search for relevant and high-impact ideas. Always building on the territory of relaxation and disconnection.