Pedro PascalPedro Pascal

Snoop Dogg is giving up his beachside seat. The rapper will no longer head up Corona’s “La Vida Mas Fina” campaign, according to Corona parent Constellation Brands. Actor Pedro Pascal has been cast in a new iteration of the three-year-old campaign, with Pascal’s first ads set to appear in May.

The new ads will take on a different tone as Corona “looks to lean into its roots as a modern Latino brand,” according to a press release.

“La Vida Mas Fina” launched in 2020 from MullenLowe Los Angeles. It featured Snoop Dogg on a white-sand beach dispensing advice for living the fine life, such as “No time that could be called a good time is ever a waste of time,” or presiding over an ensemble cast often shown relaxing beachside in Adirondack chairs—a scene so recognizable it was spoofed by rival Coors Light in that brand’s Super Bowl ad this year.

Snoop appeared most often opposite comic Andy Samberg and former quarterback Eli Manning. Ads also included former basketball players Vince Carter, Christian Laettner and Sue Bird, as well as actor Zoe Saldana and musician Bad Bunny.

“After a great three-year run together, our Corona platform is moving in a new creative direction,” a Constellation spokesperson told Ad Age. “We thank Snoop for his inspiration and true master of chill attitude that was embodied within the ‘La Vida Mas Fina’ campaign.”

Snoop’s laid-back performances—and his affection for weed—have cut a unique profile in the entertainment scene and made him a hot commodity in advertising. He’s backed Sodastream, the wine brand 19 Crimes and the fast food chain Jack in the Box. He most recently headed a clever campaign for the outdoor fireplace brand Solo Stove, teasing that he’d “decided to give up smoke.” That appearance later drew attention in the marketing industry after Solo Stove’s Chief Financial Officer Andrea Tarbox commented that it did not “lead to the sales lift” the company originally had planned.

Snoop made an appearance last year for Happy Dad, the seltzer company that introduced a flavor picked by Snoop, who is an investor in the company. The move presented a potential conflict with Corona, whose seltzers Snoop also endorsed. Corona at the time declined to comment on the situation.

‘A modern Latino brand’

Pascal’s arrival as brand ambassador will coincide with Corona calling attention to how Latinos have influenced culture. MullenLowe will continue to lead the campaign.

“For Corona, the modern Latino is a changing demographic, ambi-cultural and moving fluidly through both English and Spanish-speaking worlds,” Saúl Trejo, director of brand marketing at Corona, said in emailed remarks. “It’s the recognition that Hispanics continue to redefine what mainstream means, influencing food, music and culture in the U.S. We share the same heritage and La Vida Más Fina serves as an expression of our intentional optimism and proud Hispanic roots.”

Corona said the new campaign would encourage people “to explore the fundamental truth that greater fulfillment and joy can be found in just about anything by simply refreshing one’s outlook and learning to let go.”

Pascal, the Chilean-born actor known for his work on “Game of Thrones,” “The Mandalorian” and “The Last of Us” will bring “elevated style” to the campaign, according to Corona. The handsome actor has an engaged audience online: He’s been the topic of multiple viral TikToks and lampooned the trend as a guest on “Saturday Night Live.”

Pascal has previously appeared in ads for the Chilean wine brand Casillero del Diablo.

“I think the creative around Corona has always been special, so it’s exciting to step into their vision,” Pascal said in a press release. “The La Vida Más Fina lifestyle definitely makes sense with a Corona in your hand.”

Dialing up investment

Constellation made the announcement as part of its annual distributor meeting in Las Vegas, where the brand shares its marketing plans. There, Constellation CEO Bill Newlands said the company would “dial up” its investment in its brands for the year, according to Beer Business Daily. He also noted that although the beer industry as a whole has struggled, strong beer brands have not.

In supporting the summer launch of “La Vida Mas Fina,” Corona will spend 25% more than its monthly summer average from last year, including spots in the NBA Finals, Liga MX finals and Copa America, Constellation said.

Corona is increasing advertising on sports by 10% compared to last year, with sports representing 60% of its total TV spend, Constellation said. The company said Corona would show up during NFL games, men’s and women’s NCAA basketball tournaments, and the World Series. Corona’s basketball campaign will pair Manning with new brand endorser and former NBA player Carmelo Anthony. Manning will also head Corona’s football advertising. Both campaigns will focus on the joy of sports, the brand said.

Corona has plans to increase its digital advertising spend by 60% compared to last year with eyes on meeting consumers on platforms such as YouTube, Snapchat, Pandora and Spotify.

Constellation controls the Corona brand in the U.S. and Guam while Anheuser-Busch InBev controls Corona internationally. Constellation also markets the Modelo and Pacifico brands.

The Corona brand family has underperformed its Constellation sisters so far this year, with dollar sales down by 2% through Feb. 17, according to NielsenIQ data relayed by Beer Marketer’s Insights. Separate data from Circana shows its flagship Corona Extra down by 2% in January, while extensions including lower-calorie offerings Corona Light and Corona Premier, each down 15%.

Constellation will look at reviving Corona Premier through a new campaign, “Welcome to the Premier Side of Light,” from its new creative agency OKRP. The ad will show “a modern approach to active lifestyle that reflects how consumers live intentionally to get more out of life.” Premier, the low-calorie, low-carbohydrate beer that competes with Michelob Ultra, “leans into how our consumers make intentional choices to live, work out, and play, rewarding them with a brand that fits their lifestyles and represents what they stand for,” Constellation said.

This article was originally published on Ad Age here.