For its 100th anniversary, Corona set out to turn a brand milestone into a meaningful cultural moment. At a time when modern life increasingly pulls people indoors and away from nature, the objective was to reconnect people with what truly inspires living.
The goal was to celebrate Corona’s century-long relationship with the beach by building a global platform that invited participation, discovery, and real-world experience, all to position Corona as a contemporary curator of beach lifestyle – from coast to coast, and from the last century to the next.
Rather than marking its centenary with a retrospective campaign, Corona chose to celebrate its connection to the coast by activating beach culture as an integrated campaign spanning digital and experiential. The strategy was to first research the best beaches worldwide, and turn them into a sea of digital discovery, live experiences, broadcast moments, and everyday consumer touchpoints.
The Beach 100 launched with a curated list of the world’s top 100 beaches, selected by surfers, oceanographers, and environmental advocates, alongside a complete transformation of Corona.com into an editorial hub for beach discovery. As part of the launch of the curated list, a monumental sand art installation was created engraving all 100 beaches into the shoreline, intentionally designed to be erased by the tide.
Live moments brought the platform to life globally, culminating in one of the largest beach celebrations ever staged at Copacabana, where over two million people came together through sunset rituals, live performances, and shared beach experiences.
The platform extended internationally through integrations such as the WSL Finals in Tavarua, Fiji — a Beach 100 island — where Corona introduced a new opening ceremony blending elite sport, local tradition, and craft, broadcast worldwide.
Participation was further embedded through QR-enabled anniversary packs, turning each bottle into a passport to beach discovery, while the Beach 100 Grant Initiative ensured a lasting environmental legacy by funding beach protection and restoration projects worldwide.
