Newly launched in South Africa, Corona Cero, the alcohol-free variant of the famous Corona beer, is set to debut at the Olympic and Paralympic Games Paris 2024. This marks a significant milestone for The South African Breweries (SAB) as they announce their partnership with the prestigious global event. Corona Cero becomes the first alcohol-free beer to sponsor the Olympic Games, aiming to bring more choice and a fresh perspective to fans worldwide.
“Offering this innovative alcohol-free beer brings more choice to fans worldwide,” said SAB CEO, Richard Rivett-Carnac. “Corona Cero is a perfect fit for this global occasion, further reinforcing our brand’s commitment to moderation, relaxation and celebration.”
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The Corona brand has always encouraged people to reconnect with nature, promoting themes of relaxation and celebration. With the introduction of Corona Cero, the brand aims to remind the world to unwind and enjoy life’s golden moments. These moments of joy and celebration, whether big or small, are central to the brand’s ethos and the Olympic Games provide a perfect platform to showcase this message.
A Global Campaign: “For Every Golden Moment”
“As the first-ever global beer sponsor of the Olympic Games, Corona Cero, with its ‘For Every Golden Moment’ campaign, offers a fresh perspective on celebration for fans and athletes around the world,” said Vaughan Croeser, South African Breweries: VP of Marketing. “Together, we strive to promote sports and moderation, contributing to a better world.”
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Supporting Athletes and Inspiring Nations
The partnership with the Olympic and Paralympic Games is not just about promoting a product but also about supporting athletes and inspiring nations. Barry Hendricks, President of the South African Sports Confederation and Olympic Committee (SASCOC), expressed excitement about the collaboration. “As Team SA, we are excited about our first-of-a-kind partnership with SAB as we embark on the journey to the Paris 2024 Olympic Games. Corona Cero’s ‘For Every Golden Moment’ campaign resonates deeply with our mission to celebrate the triumphs and perseverance of our athletes. Such partnerships are vital in supporting our athletes and inspiring the nation to cherish the golden moments in their lives. Together, we aim to bring South Africans closer to the heart of the Olympic spirit while fostering unity, pride, and excellence on a global stage.”
A Legacy of Positive Change
SAB has a long history of promoting sports and building connections through their products. This partnership with the Olympic and Paralympic Games further solidifies their commitment to positive change and responsible sports marketing. With decades of experience in brewing and a strong legacy of award-winning campaigns, SAB continues to be a force for good in the world of sports and beyond.
To develop the “For Every Golden Moment” platform, Corona partnered with the creative agency Grey and enlisted the talents of Academy Award-nominated and Emmy Award-winning director, Henry-Alex Rubin, along with top creative partners from around the globe. This collaboration aims to bring the campaign’s vision to life, celebrating the golden moments that connect us all.
