Corona turns iconic holiday ad into virtual Tannenpalm Tree Lot

Dive Short:

  • Corona Extra USA has launched a 2022 holiday marketing campaign built around its iconic “O’Tannenpalm” ad from 1990, according to details shared with Marketing Dive.
  • As part of the effort, an augmented reality location allows users to place a virtual palm tree — decorated with holiday ornaments — in their own space and includes interactive elements. The brand will also be giving away five decorated 10-inch palm trees per day until December 31 and will support the promotion on Instagram.
  • With this promotion, the brand is taking big sips of two key trends this holiday season: nostalgia and virtual experiences.

Dive Insight:

Corona’s Tannenpalm Tree Lot virtual experience takes its inspiration from a 32-year-old commercial in which a palm tree lights up for the holidays as a person whistles “Oh Tannenbaum” in the background. It is considered one of the most memorable holiday-themed commercials. Muse of Clio once called the ad, “perhaps the simplest distillation of a brand within a holiday context ever produced.”

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Taking the commercial into the metaverse and giving consumers a way to recreate a memorable commercial from years past in their own homes, the brand is delivering a dose of nostalgia — an important topic this year as consumers pine for simpler times. Consumers have the chance to win one of five decorated palm trees given away daily by entering their information on the brand’s website until December 31st.

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The brand is also looking to the future by embracing virtual experiences that could help it reach younger drinking-age consumers. The AR experience claims to transport users to a Crown-themed winter wonderland full of interactive holiday elements, though not many details on how to access the experience were available at press time. Corona joins Macy’s, Pacsun and other marketers exploring virtual experiences this holiday season.

This is not the first time the brand has handed out palms in recognition of its iconic TV spot. In 2020, to celebrate the 30th anniversary of the announcement, the brand distributed decorated palm trees to residents of Corona Del Mar, California. In addition to recognizing the anniversary of the announcement, the stunt was also an idiotic way to give a lift to those who have suffered through a year of having their “Corona” name associated with a deadly virus.

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The Tannenpalm Tree Lot isn’t the first time the brand has delved into AR, either. In 2021, Corona’s international arm revealed “Plastic Reality,” which used AR to illustrate people’s individual plastic footprint and offered tips on how to reduce the environmental impact by reducing their plastic usage.

Corona is owned internationally by AB InBev and in the United States by Constellation Brands.

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