Corona Canada added a little colour to the lives of consumers in Yonge-Dundas Square on Friday, with its first-ever paint party targeted primarily at millennials.

With media by MEC, creative by Zulu Alpha Kilo and execution by The Hive, the stunt saw the brand encourage passersby to cover each other, as well as set up canvases and a giant Corona bottle, in paint. Corona also had a beer garden on-site, and hosted a concert after the painting antics were over, featuring Canadian bands Paul Disalle & the Terminators, The Elwins, and Pup, and DJ Hennie V. The stunt was followed up by an after party at the Hard Rock Café, where the brand gave away prizes.

The paint party was supported by wild postings in Toronto and digital boards in Yonge-Dundas Square. Corona also relied on a heavy social media presence, creating a page for the event on Facebook that saw more than 7,000 people confirm their attendance.

Lindsay Wilson, marketing manager, Corona Canada, tells MiC that the event was seen as a way for the brand to bring consumers together to kick off the all-important summer drinking season. She says it was also part of the Corona’s strategy to extend its recently launched “Live Mas Fina” campaign, and engage consumers more directly around its brand message.

Wilson says Corona has a second paint party planned for Montreal on June 14.

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Video by Jennifer Horn