Corona - Club De Cuervos
Category: Best Use Of Sponsorship
As the country’s most iconic brand, we needed to do something to connect with consumers in new and unexpected ways and immerse ourselves into pop culture. Our goal was to go beyond traditional marketing and create entertainment that resonated with fans like never before. We decided to join two Mexican passion points by sponsoring a soccer team from a Netflix series:Los Cuervos. Everything in the series was integrated as a real sponsorship, from jersey logoto stadium signage – the first time Netflix had a branded sponsorship of this scale. People became so passionate about Cuervos that we decided to sell branded team merch, and even created a special edition can when they won the Series’ championship.