Corona Cero’s Winter Olympics Campaign: A Case Study in Experiential Branding

Repositioning Corona for the Winter Games

Corona Cero made history as the first beer brand (and first non-alcoholic beer) to sponsor the Winter Olympics. Known for its “sun, sand and lime” image, Corona needed to adapt to snowy alpine settings without losing its core identity. The campaign leaned into Corona’s values of nature, balance and presence – qualities that are as relevant on mountain peaks as on beach shores. Under the banner “For Every Golden Moment,” Corona Cero introduced Time Cero, a concept emphasizing mindfulness and mental well-being beyond the competition. This reframing posed a key question: how could the brand help athletes and fans slow down and truly enjoy each Olympic moment?

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Time Cero and Experiential Activations

Time Cero came alive through a network of experience-driven activations across Milano Cortina. Corona set up 47 zones staffed by 350 people, each designed to let athletes and fans step out of the performance tunnel. For example, the Corona Green Room was a plant-filled lounge offering guided meditation and yoga sessions to help competitors reset. Another activation was the “Cero Stress” plant shop, where athletes could name and take home a potted plant, bringing a touch of nature into their routine. Fans had their retreats too: Casa Corona venues in Livigno and Milan served as home-base hubs with viewing screens, food and drink bars, and communal lounges. The crown jewel was the Summit Suite – a secluded mountain chalet accessible only by ski – where guests could unwind fireside under the stars. Even collectible Corona Cero pins – gilded reminders of “Golden Moments” – turned this into an immersive ecosystem, not just a static sponsorship.

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Results and Media Impact

Corona Cero enjoyed exceptional visibility at Milano-Cortina. It was one of only two beers (the other being Corona Extra) available at all Olympic venues, from branded coolers in stadiums to VIP hospitality areas. On screen, Corona’s “Golden Opening” film turned the Alps into a stage, showing skiers drawing glowing gold trails through the night – a “striking metaphor for balance, presence, and connection with nature,” as AB InBev described it. Off the slopes, Olympic winners posed in Corona-branded jackets and received custom-engraved “Golden Moment” bottles to commemorate their victory. Media buzz was strong – Milano Cortina set digital engagement records – and athlete social posts further amplified Corona’s message of savoring each moment far beyond the cheering crowd.

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Industry Trends and Competitive Context

Corona Cero’s Winter Games strategy aligns with broader industry trends. Non-alcoholic beer is a rapidly growing segment – Fortune notes it’s now a $13 billion market as younger consumers temper their drinking. Major brewers are tying 0%-ABV variants to sports: Heineken 0.0 is linked to Formula 1, Guinness 0.0 to rugby, and Carlsberg’s Tourtel Twist to cycling events. AB InBev chose Corona Cero as its global NA priority, aiming to use this Olympic platform (Paris 2024 through LA 2028) to build market share. Reuters reports that Corona Cero is still new in many countries and currently trails category leaders like Heineken 0.0, so the Games offer a chance to close the gap. Notably, analysts say that when big players sponsor zero-alcohol beer at global events, it can raise awareness for the entire category, which helps both market leaders and challengers.

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Key Takeaways for Alcohol Brand Leaders

Corona Cero’s Winter Olympics activation offers several lessons for brand owners and marketing leaders:

• Reframe your brand truth. Corona showed that a product strongly tied to one context (summer/beach) can extend credibly into another (winter/mountains) by highlighting its core feeling – in this case, openness, natural beauty and clarity. Identify those transferable brand attributes and amplify them, rather than relying on seasonal clichés.
• Go beyond a static logo. Corona transformed its sponsorship into a full ecosystem. Instead of just slapping a logo on a venue wall, the brand created lounges, events, digital campaigns and merchandise around the “Golden Moments” theme. These multiple touchpoints (viewing bars, apps, plant shops, etc.) gave fans and athletes many ways to engage, far beyond traditional signage.
• Prioritize authenticity. The Time Cero program was built around real value – mindfulness spaces, greenery, athlete rituals – which kept the activation genuine. When competitors and fans share these authentic experiences (for example, relaxing with a Corona Cero during training), the story resonates more than any scripted ad. Ensure that every activation truly reflects the brand’s message of balance and well-being.
• Move fast on cultural moments. The Corona-Wink agency partnership was tightly aligned, allowing rapid responses. For example, they sent a samba band to celebrate Brazil’s ski gold medal just 36 hours after the win. Having trust and streamlined approvals meant Corona could seize spontaneous opportunities without losing strategic focus. Brands should build that agility into their plans for live events.
• Measure impact carefully. Set clear KPIs upfront – impressions, engagement rates, on-site trials, etc. – and track them through the event. Corona’s team combined Olympic broadcast metrics, social analytics and consumer surveys to gauge success. They found that record viewership and online engagement correlated with increased brand awareness. Other sponsors should similarly tie activations to measurable business goals, to prove ROI beyond just “good vibes.”

In conclusion, Corona Cero’s Winter Olympics campaign was more than a seasonal stunt: it was a strategic effort to elevate the brand and the NA category. By aligning the activations with long-term trends (health, mindfulness) and Corona’s heritage, the team created a memorable and culturally relevant program. Other alcohol brands can learn from this case by ensuring their major sponsorships are grounded in authentic brand strategy, delivered through engaging experiences, and executed with both agility and analytics in mind.