Credit: LucasfilmCorona has appointed a new celebrity spokesperson to spearhead one of its longest-running advertising campaigns to better “assert [its] position as a modern Latino brand” — and it’s a far cry from the actor’s family-friendly Disney gigs.
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It’s safe to say that there are few beers as universally recognizable as Corona, a Mexican lager that is imported to more than 120 countries. Taste aside, the beverage, which is distributed by Constellation Brands, along with Modelo and Pacifico, certainly owes some of its popularity to its memorable marketing campaigns, with some A-list celebrities having promoted the beer over the years.
Most recently, Corona partnered with Grammy-nominated recording artist Snoop Dogg for the “La Vida Mas Fina” (AKA, the Finest Beer) campaign, which launched in 2022 and was “designed to unite the Corona brand family.”
Check out this ad from last year (via Allard Ave Commercials on YouTube), which also stars Andy Samberg:
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Through a series of ads and commercials, the campaign “encouraged people to explore the fundamental truth that more fulfillment and joy can be found in just about anything, simply by changing one’s outlook,” offering a fresh new perspective on life through the lens of someone as “chill” and “go-with-the-flow” as Snoop Dogg.
There’s a good chance you’ve seen an ad for the “Drop It Like It’s Hot” singer’s “La Vida Mas Fina” campaign — unless you live under a rock, that is. But despite how widespread and successful Snoop Dogg’s partnership with Corona ended up being, Constellation Brands recently announced that they would be parting ways with the rapper in favor of a new lead brand ambassador: Pedro Pascal.
Fresh off of his first Screen Actors Guild Award for his performance in HBO’s The Last of Us, Pascal has found himself one of the most in-demand actors working in Hollywood today. Now, on top of his roles in the Disney+ Star Wars spinoff, The Mandalorian, and his upcoming Marvel Studios debut in Fantastic Four (2025), Corona recently named Pascal as its new top brand ambassador.
“The entire Corona familia is thrilled to give an official bienvenido to Pedro as we proudly welcome him to la playa,” said Saúl Trejo, director of brand marketing at Corona. “His impact on culture is undeniable, and as we continue to celebrate our shared heritage and assert our position as a modern Latino brand, there is no better partner than Pedro Pascal.”
Recruiting the help of someone like Pascal, who is Chilean-American, in an effort to reach Latino consumers is undoubtedly a strategic move on Corona’s part as the company looks to get a head start on the summer beer sales rush — even if it means ditching Snoop Dogg for good.
“After a great three-year run together, our Corona platform is moving in a new creative direction,” a spokesperson for Constellation Brands told Marketing Dive. “We thank Snoop for his inspiration and true master of chill attitude that was embodied within the ‘La Vida Mas Fina’ campaign.”
It’s important to note that Pascal has previously acted as a brand ambassador for alcoholic beverage companies, including the Chilean wine brand Casillero del Diablo. Still, considering the bulk of his current roles tend to gear more towards younger audiences, partnering with Corona does mark a drastic departure for the actor.
As if Pascal’s schedule wasn’t already jam-packed enough with his many obligations to Fantastic Four, The Last of Us Season 2, Gladiator 2 (2024), and Jon Favreau’s The Mandalorian & Grogu (2026) movie, it seems like Corona’s offer was simply too good to turn down.
For now, we have yet to see Pedro Pascal’s new iteration of the three-year-old “La Vida Mas Fina” campaign, but according to AdAge, the first set of ads is expected to arrive in May. Only time can tell if he can fill the iconic Corona beach chair as well as his predecessor, but as the brand looks to celebrate its Latino heritage, their new ambassador is a solid choice.
What do you think of Corona replacing Snoop Dogg with Pedro Pascal for this new campaign? Let us know in the comments below!