Corona: Student Sampling with Cero mess

Corona Cero came to us with a refreshing idea - literally. They wanted to get their alcohol-free beer into the spotlight, especially among students and at fitness-focused events. The goal? Show that you can still crack open a cold one without compromising your lifestyle. Whether it’s post-workout or mid-week hangout, Corona Cero is the lighter, healthier alternative for good times, minus the booze.

We teamed up with our university partners across the UK to put Corona Cero in front of students exactly when they needed a refreshing pick-me-up (and a reminder that beer doesn't have to mean booze). On top of that, we hit the ground running - literally, by showing up at multiple fitness and running events, where Corona Cero made the perfect post-race reward.

The strategy was simple: meet people where they are, hand them something unexpected (but delicious), and let the zero-alcohol magic do the rest.

Corona Cero brought zero-alcohol refreshment to the right places at just the right time. With 90,000 samples distributed across campuses and fitness events, the campaign created thousands of meaningful brand moments.

The activation reached 90,000 people directly, with extended visibility across event signage, social shares, and word-of-mouth driving over 250,000 brand impressions. Importantly, follow-up feedback showed a significant uplift in intent to purchase, especially among students and active consumers who saw Corona Cero as a smart, healthier swap without missing out on the beer experience.