Mexican beer brand Corona is shaking things up with a new marketing campaign, recruiting the help of Chilean actor Pedro Pascal in an effort to reach Latino consumers.
The beer brand’s previous campaign, “La Vida Mas Fina,” starred rapper Snoop Dogg. Going forward with Pascal, however, the company said it is seeking “a shift in tone” in its marketing.
“The entire Corona familia is thrilled to give an official bienvenido to Pedro as we proudly welcome him to la playa,” a statement from Saul Trejo, Corona’s director of brand marketing, said. “His impact on culture is undeniable, and as we continue to celebrate our shared heritage and assert our position as a modern Latino brand, there is no better partner than Pedro Pascal.”
Constellation Brands, which markets Corona in the United States, clarified in a statement that it would be parting ways with Snoop Dogg in the wake of Pascal’s hiring. The brand thanked the rapper “for his inspiration and true master of chill attitude.”
Pascal, best known for his leading roles in The Last of Us and The Mandalorian, drew the ire of conservatives in November 2021 after he posted on social media exonerating Joseph Rosenbaum and Anthony Huber, the two men who had been killed by Kyle Rittenhouse in self-defense. Pascal’s exoneration of Rosenbaum, who had done jail time for multiple child sex crimes, was particularly criticized, with a legal analyst accusing him of “glorifying a child rapist.”
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Beyond his starring roles, Pascal is also known for playing the character Oberyn Martell in the Game of Thrones series.
Corona changing spokespersons comes as international beers have surged in popularity in the U.S. Last year, Modelo overtook Bud Light as the nation’s top-selling beer brand.