Corona Premier® Launches ‘Premier Side of Light’ Campaign and Appoints New Director of Lifestyle Matt James
26 Abril 2024 - 8:00AM
Corona Premier, the celebrated Mexican premium light beer brand, is
excited to reveal a new creative campaign and announce the
appointment of its new Director of Lifestyle, Matt James. The
former college football player, entrepreneur, author, and reality
television personality shares many of the same values of Corona
Premier, making him a natural fit for this inaugural role.
“I’m thrilled to join the Corona family and serve as the
first-ever Director of Lifestyle at Corona Premier,” said Matt
James. “To me, good times are always better when shared with
friends. I love that Corona Premier celebrates those moments as
well and champions an active lifestyle. Having a platform to help
hype and motivate others to do the same is really exciting.”
As the Director of Lifestyle, James will serve as the brand’s
ultimate “Hype Friend,” helping to inspire and encourage others to
live an active lifestyle and embrace each moment. In his new role,
James will show how seizing opportunities and making the most of
every experience is definitely more fun with a Corona Premier in
your hand.
“Corona Premier is thrilled to debut an exciting new campaign
with Matt James by our side,” said Saul Trejo, director of brand
marketing at Corona Premier. “He is the embodiment of our brand and
from our perspective, there is simply no better Director of
Lifestyle to welcome consumers to the Premier Side of Light.”
In his new role, James will work closely with the brand to give
fans inspiration, access and encouragement to see the joy an active
lifestyle brings. From inside access to exclusive events, unique
digital content and more, James will elevate the brand experience
and foster a sense of community, connection and motivation.
The Premier Side of Light Ad CampaignThe
“Premier Side of Light,” developed in partnership with creative
agency BarkleyOKRP, is all about refreshing the light beer
category. Drinking light beer doesn’t have to feel like a
compromise. With the use of upbeat music and modern day active
lifestyle cues, the Premier Side of Light positions Corona Premier
as the light beer for today’s drinker.
The Premier ClubIn an effort to embrace a more
modern approach to an active lifestyle, the brand is proud to
introduce The Premier Club. The Premier Club will give fans fun,
playful ways to taste and feel the premier side of light with
bespoke fitness and sports experiences and appearances from its
Director of Lifestyle. This traveling activation will come to life
via a customized fitness partnership and various professional golf,
baseball and boxing events across the country including:
- A brand new partnership with Barry’s, the renowned global
fitness studio, will include specialty classes and tasting
experiences in eight markets.
- A partnership with Premier Boxing Champions to present boxing’s
biggest fight this season, Canelo vs. Munguia in Las Vegas on May
4.
- This summer, we’ll champion the Premier Side of Golf, including
experiential activations at the 2024 U.S. Open Golf Championship in
Pinehurst as well as the American Century Championship, the
fan-favorite celebrity golf tournament in Lake Tahoe.
- Corona Premier will sponsor Minor League Baseball and activate
its Premier Club across stadiums all summer long.
To learn more about Corona Premier, visit CoronaUSA.com and
refresh your perspective by following @CoronaUSA on Instagram and
Facebook. As always, Corona encourages consumers to enjoy its
products and relax responsibly.
*Per 12 fl. oz. serving average analysis: Calories: 90,
Carbohydrates: 2.6 grams, Protein: 0.7 grams, Fat: 0.0 grams.
About the Corona Brand Family:The Corona brand
family is home to Corona Extra, Corona Light, Corona Familiar,
Corona Premier, Corona Refresca, Corona Hard Seltzer and Corona
Non-Alcoholic. The entire Corona portfolio is brewed in Mexico by
Constellation Brands and imported and marketed exclusively to the
U.S. by the company. Corona Extra, the flagship brand of the Corona
brand family, is a pilsner-style lager with a golden hue that was
first brewed in Mexico in 1925. Corona embodies “La Vida Más Fina”
or “The Fine Life” as a modern expression of the brand’s lifestyle.
The refreshing flavor and carefree attitude of Corona Extra holds a
respected place in U.S. culture as the #1 most loved beer
brand.
Media Contacts:Stephanie
McGuanestephanie.mcguane@cbrands.com
Russell Howerussell.howe@mullenlowe.com
Photos accompanying this announcement are available at:
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