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How Corona and Fujifilm Brought Paradise to Shoppers

In the summer of 2008, Corona Extra and Corona Light wanted to bring their signature beach lifestyle straight to grocery store aisles. But instead of just another retail display, they went bigger—partnering with Fujifilm to launch the “Picture Yourself in Paradise” sweepstakes. The idea was simple yet powerful: grab a Corona, snap a photo, and enter for a chance to win a dream vacation.

A Smart Sales Play at the Right Time

At the time, Corona was facing increased competition (hello, Bud Light Lime) and had just seen its first small dip in shipments after 16 years of steady growth. It needed a bold retail push to stand out, drive impulse buys, and keep its summer sales sizzling. And it worked—though exact numbers weren’t published, similar Corona promotions in later years showed sales spikes as high as 228%, proving that these in-store activations were a major win.

Bringing the Beach to the Aisles

The campaign was more than just a giveaway; it was an experience. Eye-catching displays, banners, and standees transformed beer aisles into mini tropical escapes. Shoppers were drawn in by the chance to win a Cancun getaway and could enter by scanning a QR code or filling out a case card. And with Fuji QuickSnap cameras included in the promo, consumers could quite literally capture their own “paradise” moments—reinforcing both brands in a fun, interactive way.

Engagement That Made an Impact

While social media wasn’t as dominant back then, in-store engagement was huge. Thousands of shoppers participated, with Corona’s vacation-in-a-bottle branding coming to life through the beachy visuals and hands-on sweepstakes entries. Later Corona campaigns, like 2010’s “Win the Beach,” drew over 538 million impressions, proving that these kinds of interactive promotions kept the brand top-of-mind and top-of-cart.

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A Lasting Marketing Lesson

The success of “Picture Yourself in Paradise” went beyond just one summer. It reinforced Corona’s expertise in co-branded promotions, leading to future partnerships with snack brands, summer apparel, and even travel experiences. Fujifilm, on the other hand, found a fresh way to engage consumers during a time when digital photography was shifting the market.

While the promotion may not have made headline news, it left its mark in the industry—proving that when two brands with a shared vision join forces, shoppers get more than just a product; they get an experience. And for Corona, that experience has always been a taste of