From her rooftops, parks and boulevards to the athletes village, Corona & its Corona Cero 0% beer celebrated every golden moment across Paris 2024 for fans & athletes – as first Olympic beer sponsor.
As the first ever beer sponsor of the Olympic Games, Corona & Corona Cero wanted to harness the energy of fans & athletes by highlighting the emotion of every golden moment at the Games – not just the medals – with its ‘For Every Golden Moment’ platform.
The objective of the platform was to create “golden” moments that are experienced by people everyday – like taking in a beautiful sunset, or a walk in nature.
By creating these golden moments, the hope was to inspire the world to embrace their own.
This was to create more cultural relevance and reach for Corona and its 0% alcohol beer – Cero named as partner due to strict advertising alcohol laws on sports in France – among LDA sports fans and athletes, with the ultimate goal to become #1 most talked about sponsor of the games.
Target behavior was to inspire these golden moments and over posting of content across all activation sites – to further build brand affinity and put Corona and Corona Cero in the hands & hearts of fans.
To enjoy life’s highs and its golden moments properly, you have to be relaxed. So our approach centered on facilitating relaxation & celebration across Paris – from opening to closing ceremony with:
The Corona Cero Golden Beach: a real urban beach for fans & athletes to relax & celebrate
The Casa Trocadero: a serene garden in the heart of Paris where fans can enjoy a cold Corona
The Corona ‘Cero Stress Zone’ at the Olympic Village: for athletes to kick back after competition & personalize exclusive golden bottles to post on social media
The Corona Cero Hotel: A hotel takeover becoming a relaxing spiritual home for the brand
Jazz Pool Sunset Edition: a rooftop celebration with Stephane Ashpool on the Champs Elysee
NOC house collaborations: national themed-celebrations at NOC houses for fans in the night
Corona boat tours on the Seine
Exclusive merch for fans & athletes to collect & personalize
Golden Spots all over for fans and a free plant shop to thank Parisians
| Room | Time | Country | Organizing Company | Client | Category |
|---|---|---|---|---|---|
| Sala Petrassi / ROOM 1 | 10:34 am | Netherlands | WINK Creative Experiential Agency | AB InBev | Creative Installation |
| Sala Petrassi / ROOM 1 | 10:42 am | Netherlands | WINK Creative Experiential Agency | AB InBev | Sporting Event |
| Spazio Risonanze 1 / ROOM 3 | 3:36 pm | Netherlands | WINK Creative Experiential Agency | AB InBev | Cultural Event |
| Spazio Risonanze 2 / ROOM 2 | 11:38 am | Netherlands | WINK Creative Experiential Agency | AB InBev | Brand Activation |
