Corona is taking another shot at chatting with millennial males with the roll-out of a winter/spring-themed program that asks consumers when they most enjoy drinking its beer.

The brand has been fairly talkative with consumers during the past winter, starting with its “Find Your Beach” campaign where people were asked to find their happy place with a Corona.

And now with the more recent effort, dubbed “Après Anything” and developed by The Hive, the brand is hoping to extend that conversation with brand reps popping into bars to talk about what Canadians enjoy drinking Corona Extra “après.”

Those who participate in the conversation are entered into a draw for a custom-made snowboard and also invited to go to the brand’s Facebook page to enter to win an “Ultimate Winter Getaway” in Whistler, B.C. The social media contest was created by agency Zulu Alpha Kilo. According to a Modelo Molson representative, the brand’s Corona Canada and Corona Quebec Facebook pages have seen a total increase of 38.3% since the start of the year with the brand having 33,172 fans on the English Canada page and 5,230 fans on the French Canada page at press time.

Reasons behind the brand being so chatty during the wintry months is because of the tendency for consumers to think of Corona as a summer beer, Lindsay Wilson, Canadian marketing manager, Modelo Molson Imports, tells MiC.

“We really wanted to strengthen the brand relevance by saying, ‘Think about Corona after a concert or after work, or after any everyday occasion.’ It really brings the beer top of mind,” she says.

In addition to Corona dropping in at bars across the country, the brand also enlisted MEC Global to place promo spots (created by the radio stations with scripts provided by the brand’s marketing team) on 102.1 The Edge in Toronto, X92.9 in Calgary, The Fox in Vancouver and CHOM 97.7 in Montreal.

Listen to the spot here:

Molson Corona_Apres Anything 30s