Leo Burnett Mexico, Corona Launch Effort to Aid Earthquake Relief
"Mexico Extra” campaign to benefit victims includes limited-edition cans, song and website
On September 19, a 7.1 magnitude earthquake struck central Mexico, killing 370 people and injuring 6,000 others. In the weeks after the event, Corona and Leo Burnett Mexico launched a campaign to call out Mexicans’ strength and unity in facing this tragedy, while also rallying support to help with relief efforts.
Three million limited-edition Corona Extra cans have been rebranded as “Mexico Extra” and also include the words “Siempre Hemos Podido” (“We Have Always Been Able”). Proceeds from sales of the cans will be donated to recovery work. Additionally, a “Mexico Extra” website is also available for people interested in donating or volunteering.
Top Mexican recording artists La Banda Baston, Sotomayor and Eduardo Cabra collaborated on a new song that symbolizes Mexico’s strength, “This Spirit.” The song is available on Spotify, iTunes, GooglePlay and YouTube.
Lucia Olvera, director of communications at Corona Mexico, said, “Through music and audiovisual content we hope to immortalize a spirit of strength and union that Mexicans lived through after the massive earthquake. ‘Este espíritu’ is a hymn that Corona would like to share with the land that let it be born.”
To date, the music video has received more than 9 million views.