Corona beer is getting ready for the winter holidays with a special apparel that rethinks the ugly holiday sweater concept and cool designer beer cans.
To celebrate the Winter Holiday season Corona Extra has partnered with celebrity fashion designer Talia Coles, the creative designer behind Snoop Dogg’s iconic looks in the brand’s “La Vida Más Fina” campaign.
Coined Feliz Navi-Drip, the exclusive holiday collection consists of limited-edition holiday cans of Corona Extra and matching robes, both designed by Talia. The collection marks the first time the brand has invited a designer to reimagine the Corona Extra can and we have to admit it’s a very cool idea, especially as we enter the winter holiday season.
Cole’s designs reflect her desire to bring modern style to traditional holiday gear and she totally did. The iconic designer has brought a welcome perspective to the ugly sweater game, marrying the Corona brand’s Latin flair with her own couture approach.
And the special limited edition holiday Corona beer cans are cool as well.
The can’s exterior is infused with color-changing thermochromic ink technology, that features the beach hut from the famed Corona holiday commercial as the can goes from ice-cold and full to empty.
And the robe is designed to match the can and can be worn inside or outside the casa so you can walk around your estate like a Cartel Donwhile enjoying a Corona.
“I am thrilled to be collaborating with Corona on this collection, applying my ‘design your life’ mantra to the beer space and holiday season,” Talia said. “I’ve collaborated with Corona and Snoop Dogg on all of the “La Vida Más Fina” commercials, so it’s exciting to go a step further, extend the rules around where fashion lives and see my couture designs adorn the brand’s iconic cans.”
Talia has played an integral role in Corona’s “La Vida Más Fina” campaign since it debuted three years ago. The robes worn by Snoop Dogg attracted a cult following, with consumers begging Corona how to get their hands on one.
“The holidays have long represented a moment when ugly sweaters take center stage, but here at Corona, we thought it was time to change that,” said Saul Trejo, director of brand marketing at Corona. “We’re upgrading festive holiday attire from the typical ugly sweater to a cool and comfy robe, and our cans are getting a makeover that mirrors the iconic imagery of our classic holiday ad, making this the perfect pairing.”
Beginning on Black Friday the limited-edition color-changing cans of Corona Extra are available in 12-packs sold exclusively in Los Angeles, Miami, New York and Philadelphia, but once they’re gone, they are gone.
And scanning a QR code on the back of the can will take fans to the Corona Holiday Sweepstakes website where you can enter for a chance to win a robe to complete the full Feliz Navi-Drip set, but again supplies are incredibly limited.
People who can’t get their hands on the Feliz Navi-Drip in person are encouraged to visit the virtual beach hut experience powered by experiential e-commerce platform Obsess HERE.
In addition to entering a sweepstakes for a chance to win a robe, you can get into the holiday spirit by watching the Corona “Feliz Navidad” holiday ad, play an arcade-style ornament collection game to receive a discount code to purchase Corona gear, and easily connect to Instacart and Drizly to order Corona online.
So, yeah, Corona Extra is all about it.