CPG: Corona Premier
Basic beers, step aside: Corona Premier owns the light life.
Maximum vibes for those who keep it light without settling for less.
The Stakes
Corona Premier had already defined itself as a premium light beer, but “premium” was starting to feel generic in a sea of wellness-washed competitors. To stay ahead, the brand needed to evolve from better-for-you to better-with-you—deepening emotional resonance with modern drinkers who care about what their beer says about them.
The Friction
Light beer’s association with restriction and “less” was wearing thin. Consumers wanted more: more joy, more energy, more connection. The category was stuck in a performance loop—counting carbs instead of creating culture.
The Shift
BarkleyOKRP repositioned “light” from a physical descriptor to an emotional benefit: light as a lifestyle. With a fresh brand platform, premium visuals, and a focus on joy, balance, and style, Corona Premier stepped into a space where wellness meets culture, not compromise.
The Lift
The result was a brand with renewed gravity: owning a richer, more dimensional version of “light” that connected with consumers beyond the label. Corona Premier became not just a better choice, but a better vibe: fueling momentum across channels, retail, and culture.
