There are moments in life that feel straight out of a movie—like when the sky turns peachy-pink, the city slows down for a breath, and you’re holding a cold drink in your hand, just vibing.
No chaos. No deadlines. Just the moment.
Now, imagine that moment comes with a side of clever marketing.
No, we don’t mean a flashing ad or a loud slogan. Just a window, a sunset, and a subtle hint.
This golden glow?
It pairs best with a Corona!
Welcome to the genius of “Rent Your Sunset”—a guerrilla marketing move so smooth, you barely even notice it’s working.
Photo from Latinspots.com
Renting Sunsets and Sipping Success
Picture this: You’re chilling at your favorite rooftop bar.
The sky is doing that thing where it looks like it was painted by a chill version of Picasso. You turn to snap a photo—and boom!
The sunset is framed perfectly in the window with a transparent Corona logo and a little lime wedge.
It’s not screaming for your attention. It’s not even asking. It’s just there, blending into your real-life Instagram story.
Effortless. Cool. Strangely comforting.
That’s the whole vibe of Corona’s “Rent Your Sunset” campaign, created by the sharp minds at DDB Peru.
Instead of paying for billboards or fighting for space on your feed, Corona decided to borrow the most beautiful billboard on Earth—the sky—and casually brand it!
What’s even better?
The brand didn’t need to buy the sunset. It just needed the right window.
So, how did the campaign team do that?
Corona teamed up with select bars, cafés, restaurants, and hangout spots that have one thing in common: Epic sunset views.
Then, the campaign team placed semi-transparent decals—nothing fancy, just a logo and a lime—on west-facing windows. These decals subtly framed the sunset, turning everyday businesses into unofficial Corona ad spaces during golden hour.
Photo from The Work
The result?
A low-cost, high-impact way to associate Corona with that daily magic moment many people look forward to (and love to post)!
Photo from The Work
No influencers. No noise. Just nature, vibes, and really smart branding!
The campaign was born from a universally understood truth: Many people love sunsets. It’s calming, cinematic, nostalgic, and shared across social media daily.
However, instead of fighting for attention during that magical moment, Corona chose to become a part of it.
This idea aligns with the brand’s global identity: Corona is already associated with relaxation, nature, and good times. So, why not become the unofficial beer of the golden hour?
By encouraging people to pair their sunset viewing with a cold Corona, the campaign repositions the product not just as a drink but also as a daily ritual.
The brilliance of this campaign lies in its simplicity: Turning the everyday act of watching the sunset into a branded experience, without ever interrupting the view.
What’s more?
Corona’s campaign teaches us that:
- Emotions sell better than ads. People don’t buy products; they buy feelings. Corona sold a mood—one of calm, connection, and unwinding at golden hour.
- Real-world experiences create lasting impressions. By embedding the brand in physical locations people already love, Corona became part of their lives organically.
- Nature is a great influencer. No one can compete with a sunset—and Corona knew better than to try. Instead, it partnered with it.
Results That’ll Make You Raise Your Glass
Let’s toast to some seriously shiny numbers, shall we?
Here’s “Rent Your Sunset” by the Stats:
- The brand reached around 800,000 people every month all throughout the campaign’s duration.
- The campaign garnered 100 million total impressions.
- Corona recorded 90,000 visits to the campaign’s website during the campaign.
- There was a 25% increase in Corona’s association with sunsets (a marketing win AND a vibe upgrade!).
Clearly, that’s not bad for a bunch of branded windows and a bit of sunshine!
What’s even better?
All those sunset selfies, date nights, and chill hangouts turned into free promo. People were literally sharing Corona-branded moments without even realizing they were part of a campaign.
Talk about marketing gold, bottled and served with a lime!
The Final Sip
At the end of the day—literally and figuratively—“Rent Your Sunset” is a masterpiece! It doesn’t demand attention but instead, earns it.
By taking something free, beautiful, and universally adored, and wrapping it gently in the Corona brand, the campaign turned windows into storyboards and sunsets into signature moments.
So, next time you’re watching the sky melt into a masterpiece, don’t be surprised if your hand just happens to reach for a cold Corona.
It’s not magic; it’s marketing—really good marketing!
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you find this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s “Gorillas of Guerrilla Marketing!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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