Corona turns iconic holiday ad into virtual Tannenpalm Tree Lot - Marketing Dive

Dive Brief:

• Corona Extra USA launched a 2022 vacation selling run built astir its iconic “O’Tannenpalm” advertisement from 1990, according to details shared with Marketing Dive.
• As portion of the effort, an augmented world determination enables users to spot a virtual thenar histrion — decked retired successful vacation ornaments — in their ain abstraction and includes interactive elements. The marque volition besides springiness distant 5 decorated 10-inch thenar trees a time done Dec. 31 and enactment the promotion connected Instagram.
• With this promotion, the marque takes large gulps of 2 cardinal trends this vacation season: nostalgia and virtual experiences.

Dive Insight:

Corona’s Tannenpalm Tree Lot virtual acquisition takes its inspiration from a 32-year-old commercialized successful which a thenar histrion lights up for the holidays arsenic a idiosyncratic whistles “Oh Tannenbaum” successful the background. It is considered 1 of the much memorable holiday-themed commercials. Muse by Clio erstwhile called the ad, “perhaps the simplest distillation of a marque wrong a vacation discourse ever produced.” 

By taking the commercialized into the metaverse and giving consumers a mode to recreate a memorable advertisement from years gone by successful their ain homes, the marque is delivering a dose of nostalgia — an important taxable this twelvemonth arsenic consumers conifer for simpler times. Consumers person the accidental to triumph 1 of 5 decorated thenar trees fixed retired regular by entering their accusation on the brand’s website done Dec. 31.

The marque besides points itself towards the aboriginal by embracing virtual experiences, which could assistance it scope younger drinking-age consumers. The AR acquisition purports to transport users to a Corona-themed wintertime wonderland afloat of interactive vacation elements, though not a batch of details astir however to entree the acquisition were disposable astatine property time. Corona joins Macy’s, Pacsun and different marketers successful exploring virtual experiences this vacation season. 

This is not the archetypal clip the marque has distributed thenar trees successful designation of its iconic tv spot. In 2020, to observe the ad’s 30th anniversary, the marque distributed decorated thenar trees to residents of Corona Del Mar, California. In summation to recognizing the ad’s anniversary, the stunt was besides a tongue-in-cheek mode to springiness a assistance to those who had suffered done a twelvemonth of having their “Corona” sanction associated with a deadly virus.

The Tannenpalm Tree Lot is besides not the archetypal clip the marque has delved into AR. In 2021, Corona’s planetary limb unveiled “Plastic Reality,” which utilized AR to exemplify people’s idiosyncratic integrative footprint and offered tips connected however to trim the biology interaction by reducing their integrative usage. 

Corona is owned internationally by AB InBev and successful the U.S. by Constellation Brands.