Bars across the UK are set to be transformed through new partnerships with beer brand Corona in a campaign that creates the spirit of the beach indoors.
Investment in the venues aims to create “elevated hospitality experiences that transport people to the beach mind-set through the warm and welcoming energy on offer”.
Immersive environments will be created, such as beach-inspired murals as well as mood lighting and musical soundtracks that evoke the beach.
Staff will be trained to ensure “a heightened level of consumer engagement”, including how to make the perfect serve for Corona from the best temperature to inserting the slice of lime in the top “to perfection”.
The brand’s first project is with Hoxton Square Bar & Kitchen (pictured) in east London which now features a brightly coloured beach-inspired mural, a chandelier and pendant lights made of Corona bottles and a new driftwood-style bar top. More bars will be announced soon.
It is part of a broader marketing campaign for the brand by AB InBev, revolving around the concept of “Find your beach”. The integrated campaign will be supported by outdoor advertising, PR and digital.
It builds on the success of the Corona SunSets festivals on beaches around the world, from Ibiza to Weston super Mare in Somerset.
Participating bars will host exclusive music events under the banner of Corona SunSet Sessions over the summer, aiming to deliver a beach-style “sunset experience” through music and DJs. The launch in Hoxton featured leading DJ Greg Wilson.
Steph Okell, marketing manager for Corona, said: “Corona is a fantastic addition to our portfolio – the beer brand which is synonymous with the beach. We’re now really excited to launch this campaign inviting consumers to ‘find their beach’ – a unique place to each of us – the place we go to unwind, enjoy ourselves and share amazing experiences with friends.
“2015 is going to a big year for Corona and we look forward to working with our trade partners to bring the ‘spirit of the beach’ to the UK.”