Corona Extra, brewed, marketed and supplied by Constellation Brands' Beer Division in the United States, kicked off its first-ever bilingual and multicultural summer campaign on May 6 with the launch of “Fill Your Summer.” The 360-degree marketing initiative aims to solidify the brand’s place as the go-to beer for summer by focusing on a single idea that is relevant to both Hispanic and general market consumers: the idea that Corona turns an ordinary summer moment into something extra, according to the brand.

Each week of summer, the brand will promote uniquely Corona summer activities and experiences for consumers to participate in, and it will give fans the chance to win weekly prizes, including trips tied to those summer moments. Special-edition bilingual packaging, which is available in total market and Hispanic accounts, will highlight the “Fill Your Summer” campaign at retail and feature in-pack codes that can be entered on https://summer.coronaextrausa.com to win prizes. In addition, fans can text entry codes found on promotional signage in bars and restaurants and participate in weekly photo contests through the promotion’s photo gallery for additional chances to win.