Some of the best creative ideas are already hiding in plain sight. You just need to flip your perspective. That’s exactly what Corona’s new Hidden Sunsets campaign does, quite literally.
Created by agency JKR, the global campaign transforms Corona’s iconic bottle into a poetic sunset simply by turning it upside down. The result? A striking visual, an emotional moment, and a masterclass in brand subtlety.
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For over a century, Corona has been synonymous with sun-drenched beaches, golden hour vibes, and laid-back moments. What most people never noticed? When flipped, the bottle’s label design perfectly resembles a sunset.
Rather than redesign the label, Corona turned this hidden detail into the heart of a new storytelling platform.
The campaign rolled out in key “sunset spots” across South Africa, Chile, and Canada. Billboards, both static and digital, display the inverted bottle and light up at the exact moment of sunset in each location. The goal: create an IRL connection between the brand, the environment, and the emotions people associate with golden hour.
Corona’s Hidden Sunsets works because it doesn’t scream. It suggests. It taps into an existing brand ritual (flipping the bottle to insert a lime wedge), pairs it with a subtle visual detail, and anchors it in a shared human experience: watching the sun go down.
As Clarissa Pantoja, Corona’s Global VP, puts it: “A simple change in perspective can reveal something extraordinary: a sunset in every hand.”
Why we love it
Too often, brands try to shout louder to capture attention. This campaign whispers and ends up standing out even more.
It’s a beautiful example of:
- Leveraging brand equity without forcing new meaning
- Connecting digital activations to real-world moments
- Building emotional resonance through simplicity and nuance
Corona didn’t need to invent a new brand story. They just flipped the bottle and reminded us to look up.
