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Corona unveils a pop up experience at AT&T Park

Constellation Brands
Elevating the brand experience through Corona’s partnership with the San Francisco Giants franchise.

Corona Extra, an official import beer partner of the San Francisco Giants, recently kicked off a multi-year sponsorship, which started at the onset of the 2018 baseball season. As part of the sponsorship, Corona had the opportunity to brand an in-venue concession destination at San Francisco’s baseball stadium, AT&T Park. Located in the View Level of the stadium, this concession destination benefits from being in a high profile, high traffic area. This was the perfect opportunity to launch a long-term pop up concept that offers a unique branded experience to elevate Corona’s presence for ticket holders and drive awareness for the brand.

Interbrand considered the established look, tone, and feel of Corona’s other experiences, the needs– and limitations– of being an in-venue experience, and explored the usage of shipping containers to create an impactful and cost-effective activation. It was key that the final pop up concept be uniquely Corona, deliver a premium consumer experience, and be differentiated from neighboring food and beverage spaces in the stadium, standing out during both day and night games and other events.

The final concept brings to life Corona’s brand essence of “Saber Vivir,” or, put simply, “knowing how to live,” resulting in a Corona experience that boldly stand outs from the crowd of other bars and concession experiences in the stadium. Leaning in on the brand’s iconic assets, the in-venue pop up launched for the 2018 Giants season. The new experience has been met with great excitement from consumers, both stadium goers and beyond. The shipping container pop up bar successfully elevates the Corona brand’s awareness, and both the San Francisco Giants franchise and the Corona team expect positive results through the rest of the season.

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