In light of Daylight Savings, Corona Canada is helping to give Canadians an extra minute of "sunlight." with the launch ofthe ‘Sunbrew Sunshine Underground’ tunnel. The ‘Sunbrew Sunshine Underground’ will be live until December 21st (winter solstice aka the shortest day of the year), at the Toronto Eaton Centre near Dundas Station, and uses "sun lights" — full-spectrum lights that mimic natural daylight.
Corona Sunbrew 0.0% was launched in Canada earlier this year as a non-alcoholic beer containing 30% of the daily value of vitamin D per 330 mL serving, bringing Canadians the convenience of drinking an alcohol-free Corona product wherever they are, and whenever they want – best paired with a classic lime. Corona Sunbrew 0.0% is available in six-packs at select grocery stores across Canada.
"For Canadians, Daylight Savings means the beginning of shorter, darker days as we head into the winter months," said Nancy Crimi-Lamanna, CCO FCB Canada. "We wanted to bring the feeling of "Sunshine, Anytime" to Canadian consumers at a time of year when sunlight is at a premium. Our partnership with Corona allows us to bring new and innovative ideas to life, and the Sunbrew Sunshine Underground activation is no exception."
Sunshine-Themed Beer Campaigns
Corona Canada Debuted the Sunbrew Sunshine Underground Tunnel
Trend Themes
1. Sunlight Mimicking Lights - Developing sun-mimicking lights for indoor use can help consumers with limited access to natural light and create innovative marketing opportunities.
2. Vitamin D-fortified Beverages - The trend of adding functional ingredients like vitamin D into beverages provides a new market for health-conscious consumers and promotes innovative health campaigns.
3. Immersive Brand Activations - Creating immersive brand experiences like the Sunbrew Sunshine Underground tunnel can push the boundaries of traditional advertising and engage consumers in new, unexpected ways.
Industry Implications
1. Lighting Industry - The lighting industry can capitalize on the development of sunlight mimicking lights for indoor use.
2. Beverage Industry - The beverage industry can innovate with functional ingredients like vitamin D to create healthier beverage options and new marketing campaigns.
3. Advertising Industry - The advertising industry can create more immersive brand experiences to engage audiences and provide new marketing opportunities.