A beer associated with the beach is a tough sell during the winter holiday season. Corona was looking to increase relevancy during this timeframe despite the attempts by domestic beer brands to elevate themselves and when seasonal beers take the forefront. Our answer was to exploit a ritual, that is exclusive to Corona, and have it represent a flip from the winter to the Corona state of mind. Turnkey kits offered winter themed parties with a Corona twist. Shed Your Sweater was one in which patrons were encouraged to donate their sweaters and receive a Flip Winter t-shirt. You can't be wearing a sweater if you're seeking the Corona state of mind.
