How do you win the World Cup before the INITIAL whistle?
THE CHALLENGE:
Beer and fútbol go hand in hand, except when the World Cup is in Russia and every match airs at 9 a.m. in Mexico. As long-time sponsors of the national team, Corona faced a tough brief: how to win during the biggest beer season… without beer moments.
THE STRATEGY:
If we can’t win during the tournament, let’s win before it starts.
We found that the first key emotional peak happens way before the kickoff: the World Cup draw on December 1st. While others waited until summer, we launched early, months ahead of the competition.
OuR PLATFORM:
luck doesn’t play
Mexicans often blame bad luck for repeated second-round eliminations. Corona, a brand built on “Desfronterizarse” (overcoming frontiers), called BS. The real game begins after the draw. So we took a stand: no more superstition, no more excuses.
The Final Score:
From December to July, “La Suerte No Juega” became Corona’s most ambitious World Cup effort to date and was one of the most successful World Cup campaigns for any AB InBev brand in the world. A full-funnel campaign driven by real-time emotion, data, and cultural insight, that enjoyed its emotional peak with a historic win over Germany, where luck definitely didn’t play.
