Corona Leverages "The Last of Us" for "La Playa Awaits" Campaign
Corona has launched a multifaceted marketing campaign centered around HBO's hit show "The Last of Us" to further its "La Playa Awaits" brand platform. The campaign features actor Gabriel Luna, who plays Tommy in the series, and includes themed commercials airing on ad-supported Max subscriptions and social media.
Blending Post-Apocalypse with Beach Vibes
The commercials depict Luna finding Corona amidst the show's post-apocalyptic setting, highlighting the idea that the "beach mindset" can be found anywhere. This creative approach connects Corona's relaxing beach imagery with the popular show's gritty atmosphere.
The partnership extends beyond commercials and includes:
- Co-branded retail displays
- A full-day Max takeover
- Custom online content
- Engaging social media posts
- Exclusive merchandise giveaways
Building on Previous Success
This isn't Corona's first collaboration with "The Last of Us" cast. Pedro Pascal, who played Joel in the first season, starred in a bilingual Corona commercial in 2024.
The "La Playa Awaits" campaign, launched on March 27, aims to position the beach as a state of mind rather than a physical location. This broader approach allows Corona to connect with consumers in diverse settings.
The "The Last of Us" integration represents Corona's continued investment in connecting with popular culture to engage its target audience. The show's popularity, with over 5.3 million viewers for the season two premiere, provides significant reach for the brand.
Constellation Brands, Corona's U.S. owner, has reported strong Q4 2025 revenue and plans to increase marketing investments to support its growing beer business.
