What if a simple label flip could unlock an entire world? That’s the creative bet of Corona, which has transformed its iconic bottle into a poetic canvas through “Hidden Sunsets,” a geolocated billboard campaign created by the agency JKR. This clever and straightforward idea turns each upturned bottle into a sunset waiting to be savored.
For over a century, Corona has been synonymous with beaches, golden light, and sunny relaxation. Few had noticed that by simply flipping the bottle, the label design morphs into a sunset scene. This subtle graphic detail has now become the central concept of a global campaign.
The idea? Use this reversed perspective to create a series of billboards placed in prime sunset spots across South Africa, Chile, and Canada. The result: simple, elegant, and evocative visuals that sync perfectly with each city’s exact sunset hour.
Corona didn’t settle for just a beautiful visual. The campaign is rooted in a powerful idea: anchor the experience in real life, making the sunset itself part of the message. The static and digital billboards light up precisely as the sun dips below the horizon, turning the ad into an emotional, living experience.
During the “golden hour,” Corona stops selling beer and starts crafting a moment of connection — a visual cue evoking shared drinks, vacation memories, and the longing for escape. As Clarissa Pantoja, the brand’s global vice president, explains: “A simple change of perspective can reveal something extraordinary — a sunset in every hand.”
The strength of this campaign lies in its restraint. It doesn’t try too hard. Instead, it taps into an existing detail and a familiar gesture (flipping the bottle to insert a lime wedge) and turns it into a sensitive, poetic experience — all while staying true to the brand’s DNA.
With Hidden Sunsets, Corona proves that the best branding doesn’t need to shout. Sometimes, all it takes is to flip the bottle… and look out to the horizon. It’s a refreshing reminder of the power of nuanced branding, echoing Vaseline’s earlier initiative that cleverly reversed sunsets to raise awareness about sun protection.
By merging creativity with authenticity, Corona’s campaign is a testament to the magic of seeing familiar things from a new angle — and to the enduring power of storytelling that resonates far beyond the label.
