Corona’s New Face: Pedro Pascal Steps into the Spotlight

In the ever-evolving landscape of marketing and branding, beer giant Corona is making waves with a bold new move. The Mexican beer brand, renowned for its iconic beach imagery and laid-back vibe, is shaking things up by enlisting the talents of Chilean actor Pedro Pascal as the face of its latest campaign.

This decision marks a departure from Corona’s previous marketing efforts, which prominently featured rap icon Snoop Dogg. With Pascal in the spotlight, Corona is signaling a “shift in tone” as it aims to connect with Latino consumers in a fresh and culturally relevant way.

Actor Pedro Pascal succeeds Snoop Dogg as Corona’s new lead brand ambassador. Credit: Getty Images

In a statement from Saul Trejo, Corona’s director of brand marketing, the company expressed excitement over welcoming Pascal to the Corona family. Trejo highlighted Pascal’s undeniable impact on culture and emphasized the actor’s role in celebrating shared heritage and positioning Corona as a modern Latino brand.

The announcement of Pascal’s partnership with Corona coincides with Constellation Brands, the company marketing Corona in the United States, parting ways with Snoop Dogg. While expressing gratitude for Snoop Dogg’s contributions, Constellation Brands clarified its decision to move forward with Pascal as part of its evolving marketing strategy.

Pascal, known for his leading roles in hit series such as The Last of Us and The Mandalorian, brings a wealth of talent and charisma to the table. However, his involvement in controversial social media posts in November 2021 has not gone unnoticed. Pascal drew criticism from conservatives after expressing support for Joseph Rosenbaum and Anthony Huber, individuals involved in the Kyle Rittenhouse case.

Despite the backlash, Pascal’s star power remains undiminished, with his portrayal of characters like Oberyn Martell in Game of Thrones cementing his status as a versatile and compelling actor.

Corona’s decision to switch spokespeople comes at a time when international beers are enjoying a surge in popularity in the United States. Last year, Modelo surpassed Bud Light as the nation’s top-selling beer brand, reflecting a shifting preference among American consumers.

As Corona embraces Pedro Pascal as its new ambassador, the brand is poised to captivate audiences with its distinctive blend of laid-back charm and cultural resonance. With Pascal at the helm, Corona is charting a course toward fresh horizons, inviting consumers to raise a toast to the spirit of adventure and celebration.