2017 was a year of natural disasters, and Mexico was rocked by one of the worst in a September 19 earthquake that killed hundreds, leveled towns and injured thousands more. In the wake of the disaster, Corona Mexico and Leo Burnett Mexico have introduced a limited edition rebranded beer can with proceeds going towards reconstruction efforts, as well as creating a new song in partnership with famous Mexican musicians.
The official music video for ‘This Spirit’ is now up, a collaboration between the brand, La Banda Baston, Sotomayor, and producer Eduardo Cabra, to immortalize the human spirit that has united Mexico. The video shows a varied group of Mexican people celebrating their lives, dancing, working and rising together to show the strength of the people while the lyrics are those of encouragement, stating: “Push yourself to the sky, shout it louder…may this spirit never be forgotten."
The song is free to download on iTunes, Spotify, Google Play and YouTube, and to date, it is ranked 15th out of the top 40 Latin songs and the official music video has 8.4m views.
As the birthplace of the beer brand, Corona Mexico wanted to find ways to show solidarity and support for both for the devastated communities as well as honor Mexico’s collaborative spirit in the face of adversity. Since the earthquake, Corona has committed to donating the proceeds from the sale of three million beer cans rebranded as “Mexico Extra” (instead of “Corona Extra”) to help reconstruction efforts. The limited edition can also boldly states “Siempre Hemos Podido,” which in English translates to “We Have Always Been Able”.
Corona Mexico has also created a website, MexicoExtra.com, where people can learn about tangible ways to help the revitalization efforts such as donating or volunteering.
"At Corona we are challenging the way marketing is done, developing with Leo Burnett a new style of branded of entertainment,” said Lucia Olvera, director of communications at Corona Mexico. “Through music and audiovisual content we hope to immortalize a spirit of strength and union that Mexicans lived through after the massive earthquake. ‘Este espíritu’ is a hymn that Corona would like to share with the land that let it be born, because as Mexicans always go forward."
The campaign uses the hashtags #Thisspirit #MexicoExtra #Esteespiritu to get the word out and keep relief efforts coming.