Corona’s 100th birthday came to life through The Beach 100 — a global platform of iconic beaches, crowned by one of the biggest beach celebrations ever at Copacabana.
For 100 years, Corona has stood as the beer of the beach. But in today’s world, over 90% of our lives are spent indoors, disconnected from nature. Corona’s centenary wasn’t just a milestone — it was a cultural moment to restore this connection.
The objective was to celebrate a century of This Is Living by creating a global platform that positioned Corona as a voice of beach culture. Goals included:
– Build cultural relevance, making Corona synonymous with the world’s most iconic beaches.
– Inspire global conversation and pride through a curated list of 100 beaches, each “Sun Awarded” for Scenic Aesthetics, Beachside Culture, and Connection to Nature.
– Cement long-term brand equity by transforming Corona.com into a permanent editorial hub, ensuring the brand lives on the beach for the next century.
– Leave a lasting environmental legacy through the Beach 100 Grant Initiative with Oceanic Global, funding projects that help protect and restore beaches.
The Beach 100 became the “Michelin Guide of the Coastlines,” curated by surfers, freedivers, oceanographers, and nature advocates.
To prove commitment, the platform replaced Corona.com entirely, turning the brand’s digital home into the ultimate beach guide.
– Sand Art Installation: 100 beaches hand-engraved into sand over 11 hours, a fleeting artwork washed away by the tide to symbolize nature’s fragility.
– Copacabana Launch Celebration: partnering with Todo Mundo No Rio, one of the world’s largest beach celebrations, transforming Copacabana into a stage for millions.
– WSL Finals, Tavarua (Fiji): On a Beach 100 island, a new kind of Opening Ceremony combined surfing’s best athletes with local traditions, artisanal craft, and global broadcast.
– Consumer Promotion: QR codes on every 100th Anniversary Corona pack, turning each bottle into a passport to the beaches.
Beach 100 Grant Initiative: In partnership with Oceanic Global, Corona launched a grant program.
