Corona shifts focus to Black and Latinx women in Refresca campaign
'Let Flavor Reign' campaign comes from Walton Isaacson.
Fransebas
The “Let Flavor Reign” campaign, by multicultural agency Walton Isaacson, includes ads showing the brand’s crown symbol placed on the heads of BIPOC women. A voiceover says, “Here’s to you, queen,” as the camera pans on a crowned woman holding a can of Refresca, then concludes, “You are seen.”
Refresca—whose flavors include coconut lime, guava lime and passionfruit lime—was initially framed as a brand targeting 25-to-29-year-old female drinkers when it hit shelves in 2019, with marketing originally handled by WPP’s Cavalry. Corona sharpened the focus with the new campaign after realizing it was not doing enough to reach Latinx and Black consumers, which make up a large part of the flavored malt beverage category, said Refresca Brand Manager Mauricio Ramirez.
Corona, a Mexican import owned by Constellation Brands, hired the minority-owned and led Walton Isaacson as Refresca’s agency of record in March. The campaign was created by a female-led team. Corona’s lead creative agency of record is MullenLowe LA.
