Corona recently unveiled a colour-changing Christmas special aluminium cans of Corona Extra and matching robes. The Mexican-based beverage company also roped in celebrity fashion designer Talia Coles as part of its "La Vida Más Fina" promotion. The special holiday combo, Feliz Navi-Drip, was introduced with limited-edition holiday cans of Corona Extra and corresponding robes, both meticulously crafted by Talia. This collection is the first occasion in which the company has extended an invitation to a designer to reimagine the Corona Extra can.
Corona Extra's limited-edition colour-changing aluminium cans are offered exclusively in 12-packs in four cities: Philadelphia, Miami, New York, and Los Angeles. The special edition Christmas cans will hit store shelves on Black Friday, just in time for the most popular shopping day of the year. Each can consist of a consistent and refreshing pilsner-style beer that customers have cherished for over a century.
However, the aluminium's external surface can incorporate colour changing thermochromic ink technology, which allows for a change in colour based on temperature. Upon reaching a lower temperature or nearing depletion, the transformation of a beach bungalow seen in the famous Corona holiday advertisement becomes apparent. This is not the first time thermochromic printing technology has been used in aluminium cans. Previously, in collaboration with CTI, Fanta also launched its Halloween special edition cans, which changed colour whenever there was a temperature difference.
"The holidays have long represented a moment when ugly sweaters take centre stage, but here at Corona, we thought it was time to change that. We're upgrading festive holiday attire from the typical ugly sweater to a cool and comfy robe, and our cans are getting a makeover that mirrors the iconic imagery of our classic holiday ad, making this the perfect pairing," said Saul Trejo, director of brand marketing at Corona. Since its introduction three years ago, Talia has been essential to the "La Vida Más Fina" campaign, contributing to the Fine Life beach ambience. Corona was inundated with requests from fans who wanted to know where they could get one of the robes that Snoop Dogg wore.
"I am thrilled to be collaborating with Corona on this capsule collection, applying my 'design your life' mantra to the beer space and holiday season. I've collaborated with Corona and Snoop Dogg on all of the "La Vida Más Fina" commercials, so it's exciting to go a step further, extend the rules around where fashion lives and see my couture designs adorn the brand's iconic cans," said Talia Coles.
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