Corona debuts festive colour-changing can
Corona has unveiled a limited-edition collaboration with celebrity fashion designer Talia Coles as part of its wider “La Vida Más Fina” campaign.
Coined Feliz Navi-Drip, the exclusive holiday pairing 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.
While each can is filled with the same crisp, pilsner-style lager consumers have known and loved for nearly 100 years, its exterior is infused with colour-changing thermochromic ink technology. As the can gets cold or empties, a beach hut from the famed Corona holiday commercial is revealed.
“I am thrilled to be collaborating with Corona on this capsule 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 the “La Vida Más Fina” campaign since it debuted three years ago, helping craft the Fine Life vibe at the beach. The robes worn by Snoop Dogg attracted a cult following, with consumers consistently asking Corona how to get their hands on one.
“The holidays have long represented a moment when ugly sweaters take centre stage, but here at Corona, we thought it was time to change that. 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,” said Saul Trejo, director of brand marketing at Corona.
“The entire Corona team is glad to elevate our relationship with Talia Coles to give fans what they want and bring a fresh perspective to the season.”
The limited-edition colour-changing cans of Corona Extra are available in 12-packs sold exclusively in Los Angeles, Miami, New York and Philadelphia. Just in time for the busiest shopping day of the year, the special holiday cans will be available beginning on Black Friday.