Few brands manage to stay meaningful and relevant in the purpose space. Corona is one of those brands. Purpose guru Thomas Kolster, Goodvertising, interviews Clarissa Pantoja, the Global Vice President for Marketing at Corona about the brand\u2019s journey and how Corona has stayed on the purpose throne for more than a decade. AB InBev\u2019s recently announced sponsorship of the Olympics with its no-alcohol brand Corona Cero will mark a new era for Corona reaching hearts and minds.<\/p>\n\n\n\n\n\n\n\n
Purpose is not a short-term branding win or instant sales success. It\u2019s a continuous investment demanding you stay the course through changing markets and changing marketing directors. Corona is one of the brands, who\u2019s pioneered purpose and is only growing in relevance. Corona was featured in Kolster\u2019s first book, Goodvertising, as a prime example of a brand that got purpose right and winning in the market with cut-through creative communication. Learn how to make purpose work for your brand and how to make your purpose stay relevant and meaningful in the turbulent world of advertising.<\/p>\n","protected":false},"excerpt":{"rendered":"
Few brands manage to stay meaningful and relevant in the purpose space. Corona is one of those brands.<\/p>\n","protected":false},"author":7,"featured_media":10355,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[38,3],"topics":[2],"class_list":["post-10354","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-aweurope-2024-sessions","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\n