Corona on earning permission to 'stretch' beyond traditional marketing – Marketing Week

Corona has opened an island off the coast of Colombia, designed to embody its brand purpose and promote escapism and sustainability.
Corona Island is a project that goes far beyond standard marketing activity. The island, off the coast of Colombia, is covered in white sand and surrounded by blue sea. Real life feels a million miles away there, and a Corona beer is never more than a few feet out of reach.

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AB InBev’s in-house agency lead argues companies need to democratise creativity across all teams, not just marketing, in order to achieve business success.
The founder of AB InBev’s in-house agency draftLine believes the media industry will continue to make a “directional shift” towards attention as a primary trading metric.
The brand says the connection between Corona and coronavirus hasn’t had a negative impact, and it now setting its sights on attracting new beer drinkers by focusing on the fact it is made from 100% natural ingredients.
The beer company’s UK marketing director says sustainability in product design must go much further than just packaging. 
Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here
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