Corona is marking its 100th anniversary in 2025 with a heartfelt global campaign titled “100 Years of Living”, created in collaboration with the independent creative agency We Believers. The initiative pays tribute to the brand’s century-long philosophy of “This is Living”, celebrating a lifestyle that embraces nature, relaxation, and authentic human connection.
At the heart of the campaign is a short film featuring real people, most of them close to or over 100 years old, who embody the Corona ethos through their lives and passions. Among them are María Eugenia, an 88-year-old swimmer from Mexico; Ramiro, a 103-year-old horseback rider from Costa Rica; and Pochi, a 94-year-old photographer and actress from Argentina. Their stories are woven into a poetic narrative that highlights the harmony between long life, nature, and the joy of simple pleasures.
The “100 Years of Living” campaign forms part of Corona’s broader Corona 100 platform, which celebrates the brand’s century-long journey. It is being rolled out globally across television, digital, social media, print, radio, and outdoor channels, ensuring widespread visibility and engagement.
“This new campaign, launched in the year of our centennial, is a powerful expression of The Corona Way — a life rooted in nature, relaxation, and time well spent outdoors,” said Richard Oppy, global president of Premium Co. at AB InBev. “With this film, we’re proud to honour those who have embraced this way of life for decades. Their stories inspire millions around the world who feel most at home in nature, with a Corona in hand.”
Through this campaign, Corona reinforces its identity not just as a beverage brand, but as a cultural symbol of leisure and connection, extending its legacy into the next century.
