How Corona Cero transformed Paris for the Olympic Games

# tags: Brand Activation , Sports , Olympic Games

The moments created by the Corona Cero beer brand at the Paris Olympics won the first Grand Prix at BEA World.

On roof terraces, in parks and gardens, on boats on the River Seine, on urban beaches. There were many corners of Paris where the official beer of the 2024 Olympic Games, Corona Cero, held events for athletes and fans during the event, from July 26 to August 11 last year.

In what was the first time that a beer brand had been invited to be an Olympic sponsor, Corona Cero, a 0% alcohol beer, wanted to “celebrate all the golden moments” of the competition, both inside and outside.

Through the 'For Every Golden Moment' platform, Corona Cero recalled the importance of a sunset or a walk in the open air and activated brand events all over the French capital.

According to the beer brand, “to properly enjoy the highlights of life and its golden moments, you need to be relaxed”. “That's why our approach focused on facilitating relaxation and celebration in Paris - from the opening to the closing ceremony,” explains Corona Cero.

From the opening to the closing of the Paris 2024 Olympic Games, there were many events and spaces created by the official beer of the competition, such as Corona Cero Golden Beach (a real urban beach for fans and athletes to relax and celebrate); Casa Trocadero (a garden in the heart of Paris where fans could enjoy a fresh Corona); and Corona 'Cero Stress Zone' in the Olympic village (a space for athletes to relax after the competition, with the possibility of personalizing exclusive golden bottles and where they were invited to share the results on social media).

Highlights included the Hotel Corona Cero (a hotel takeover that was transformed into a relaxing retreat); Jazz Pool Sunset Edition (a party on the roof terrace of a building above the Champs-Elysées, completely refurbished and decorated by Parisian designer Stephane Ashpool); National Houses (themed celebrations for fans during the evening in the different houses of the Olympic committees of each country taking part in the competition); and Corona boat trips on the Seine (an activity designed to enjoy the view and, once again, relax).

In addition to all the events and brand activations, Corona Cero also promoted exclusive products for collection and personalization and even a free plant store to thank Parisians.

Datasheet
Event: Corona: For Every Golden Moment
Client: AB InBev
Organizing Agency: WINK Creative Experiential Agency
Location: Netherlands
BEA World Awards: 1st BEA World Grand Prix, 1st Brand Activation and 1st Creative Installation