Corona Brings 2 Million People Together to Experience Copacabana

For Todo Mundo no Rio, Corona brought two million fans together on the iconic Copacabana beach in Rio de Janeiro for an open-air celebration. It transformed one of the world’s most famous shorelines into a celebration of music, nature and connection, bringing the Corona brand back to its natural home: the beach.

Working in close partnership with Corona, WINK created a series of high-impact moments including the opening show, stage moment, countdown and opening film that set the tone for the entire experience. WINK also developed premium and culturally-led touchpoints designed to deepen audience engagement, including a private pre-event at Sugarloaf Mountain, the VIP backstage Corona Oasis and hospitality at Copacabana Palace.

WINK also designed a bespoke merchandise collection – the first time Corona has created a collection for the public to buy – in collaboration with artist Egon de Regt, featuring handmade illustrations inspired by Copacabana.

The result was a unified brand system connecting large-scale visibility with more intimate, participatory experiences that helped transform Copacabana into the world’s biggest outdoor stage.

The project generated 4.6M global engagements, with more than 3M occurring before the event even began. Corona also launched its first global Instagram Shop, with merchandise selling out in under 10 minutes and related content generating 7.2M views.