Live Mas Fina

//  03.20.13

Corona Canada asks – Will you have Lived an Extraordinary Life?

After 25 successful years in Canada, Corona Extra is proud to launch their new brand campaign encouraging consumers to step outside of their comfort zone, lead an extraordinary life and ‘Live Mas Fina’.

Created by Toronto based agency of record Zulu Alpha Kilo, the new positioning reaches out to attract new Corona drinkers with a rallying cry of Live Mas Fina (Live the Finer Life). The new tagline is inspired by the heritage and message emblazoned on the beer’s iconic ceramic label since 1925, La Cerveza Mas Fina.

“The campaign is a challenge to live life on your own terms and never accept ordinary.” says Drew Munro, President & CEO at Modelo Molson Imports L.P, “Corona Extra is no ordinary beer, it is the original Cerveza with the unique lime ritual, sold in over 180 countries around the world – it’s time for everyone to get out there and experience it.”

“You can live on the sidelines, be beige, boring and never take any risks. Or you can choose to Live Mas Fina and live in an extraordinary way,” explains Zak Mroueh, Chief Creative Officer and President at Zulu Alpha Kilo. “You can choose to be interesting, inspired and follow your own path, not someone else’s.”

The campaign launched online last week with a 60-second commercial that was previewed to the brands Facebook community, asking consumers to reflect on how they’ve been living. Phase 1 of the brand’s new website went live simultaneously at along with Twitter #LiveMasFina and YouTube channels. National broadcast support begins today.

TANK, Zulu’s agency partner in Quebec will also be managing the rollout of the new campaign.

A full program of support, including digital, social, outdoor and experiential tactics will run across 2013.



Title: Living Mas Fina
Client: Modelo Molson Imports L.P.
Clients: Drew Munroe, Stewart Priddle, Lindsay Wilson
Product: Corona Extra

Agency: Zulu Alpha Kilo
Creative Director: Zak Mroueh
Creative Director: Shane Ogilvie
Art Director: Mooren Bofill
Writer: Erin Beaupre
Agency Producer: Melanie Lambertsen
Group Account Director: Kate Torrance
Account Director: Dic Dickerson
Strategic Planner: Shari Walczak

Production Company: Boxer Films / Frank Content
Director: Jonathan Hyde
Executive Producers: Beth George, Danielle Kappy
Line Producer: Maeliosa Tiernan
Director of Photography: Jonathan Hyde

Editor: John Evans
Editorial: Panic & Bob

Post Production: The Vanity
Compositor/Online: Naveen Srivastava
Special Effects: Naveen Srivastava
Colourist/Transfer: Eric Whipp, Alter Ego

Music & Sound Design: Pirate
Music Director: Chris Tait
Sound Engineer: Keith Ohman
Music Producer: Kate Freed
Song: Lightning Tent
Artist: Wildlife

Media Agency: MEC
Media Agency Planner: David Stanton