Snoop Dogg has been awarded a Sh1.5 billion (£10 million) paycheque to become the new face of Corona beer - with the brand hoping he can help turn around their fortunes. The 49-year-old rap legend has been picked to front a new advertising campaign for the Mexican lager brand - which has seen a turbulent 2020 due to the ongoing coronavirus pandemic.
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Back in February, it was reported that Anheuser-Busch In Bev - who owns Corona beer - had suffered losses of Sh19 billion (£132 million) as a direct result of coronavirus, although more recent reports have revealed Corona is still the most valuable beer brand despite the pandemic. Snoop's new deal with the beer brand has added to his Sh17 billion (£113 million) net worth - and follow a Sh737 million (£5 million) deal for him to front adverts for home delivery service Just Eat.
A source told The Sun of the new partnership: “The deal with them made Snoop around Sh1.5 billion (£10million) - which isn’t bad going if you think he has made Sh737 million (£5million) already from his deal with Just Eat. “This year he has been the face of big brands including Just Eat, Burger King and Dunkin’ Donuts.
The report says the Sh1.5 billion (£10 million) payout includes a new advert that beer and music fans will soon see on television. While it is implied brand bosses hope Snoop can boost the fortunes of rate beer brand. The source continued: “The bosses at Corona also liked Snoop’s take on how he lives his life - he’s easy-going and makes the best of every situation.”
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They added: “Given what has been going on with coronavirus, they needed to make sure the brand came out on top, without making light of what’s been a really hard year for so many people.” A report by Brand Finance in August this year said that Corona beer had seen Sh16 billion (£112 million) wiped off it’s brand value by the pandemic. However, the report concluded that the brand was still the most valuable beer brand in the world.
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The Morning Advertiser linked the continued success of the brand to the fact that it had become available on draft in the UK for the first time in pubs in October 2019, leading to a boost in sales. While a spokesperson for Anheuser-Busch In Bev told the publication at the time that the beer brand’s sales had been growing at a rate of 21% before the pandemic – and the “momentum” had continued following the introduction of on-draft sales.
