The South African Breweries (SAB) announced its partnership with the Olympics and Paralympic Games through its new alcohol-free brand Corona Cero. This marks the launch of the alcohol-free brand’s inaugural Olympics Games activation as the first beer sponsor of the games.
“Offering this innovative alcohol-free beer brings more choice to fans around the world,” said SAB CEO, Richard Rivett-Carnac. “Corona Cero is a perfect fit for this global occasion, and further reinforces our brand’s commitment to moderation, relaxation, and celebration.”
The Corona brand invites the world to get outside and reconnect with nature – a theme that brings a fresh perspective of relaxation and celebration to the Olympic Games. In reminding the world to unwind, stay close to nature and celebrate life’s moments big and small, Corona Cero brings people together around golden moments.
Corona Cero is launching the “For Every Golden Moment” platform in 40+ markets globally and bringing it to life across all media touchpoints, from films, social media, outdoor media, experiences and trade, including Olympics-themed bottles in select markets worldwide. The campaign captures the emotion of celebratory golden moments from Olympians and more, drawing parallels from real Olympic golden moments from Rio 2016 and Tokyo 2020 and creating analogies of golden moments that can be experienced by all.
“As the first-ever global beer sponsor of the Olympic Games, Corona Cero, with its ‘For Every Golden Moment’ campaign, offers a fresh perspective on celebration for fans and athletes around the world,” said Vaughan Croeser, South African Breweries: VP of Marketing. “Together, we strive to promote sports and moderation, contributing to a better world.”
With decades of brewing history, SAB has seen countless new friendships, connections, and experiences built on a shared love of sport and beer. Sport is a strong force for positive change, and SAB brands are pleased to be a part of that legacy with decades of historic, award-winning and responsible sports marketing.
Speaking on the partnership SASCOC President Barry Hendricks said “As Team SA, we are excited about our first-of-a-kind partnership with SAB as we embark on the journey to the Paris 2024 Olympic Games. Corona Cero’s ‘For Every Golden Moment’ campaign resonates deeply with our mission to celebrate the triumphs and perseverance of our athletes. Such partnerships are vital in supporting our athletes and inspiring the nation to cherish the golden moments in their lives. Together, we aim to bring South Africans closer to the heart of the Olympic spirit while fostering unity, pride, and excellence on a global stage.”
Corona partnered with a curated global team at creative agency, Grey, to develop the “For Every Golden Moment” platform idea, brought to life by Academy Award-nominated and Emmy Award-winning director, Henry-Alex Rubin, as well as its top creative partners from across the globe.
To view the film, visit Corona’s YouTube channel.
