Corona Cero’s seven-pack is a wonderfully silly packaging idea built around a much bigger change in how people can consume beer.

I stopped drinking alcohol almost nine years ago, and it was one of my better decisions. I truly haven’t missed the booze at all.

Cold beer was another story.

So I love the explosion of 0.0% beers from global brands and tiny breweries alike. Many of them taste really, really good.

One of my favourites (and my wife’s too) is Corona Cero.

Ice cold, wedge of lemon, signature bottle, just 60 calories. Pretty damn close to perfect.

Now Corona has invented a seven-pack.

Yeah, I know. 🤔

Why seven? Well, because there are seven days in a week and standard beer packs contain only six bottles.

Apparently civilization had overlooked this crisis. Until now.

The limited-edition Cero pack launched first in South America and has now reached Canada through DashMart.

Corona openly acknowledges that were cero people were clamouring for a seventh bottle.

Maybe that’s even what makes the idea work. You’ve got to think about why?

Cero zapped a constraint that has always shaped beer consumption. A beer with lunch on Tuesday or after cutting the grass Wednesday afternoon comes without the alcohol, hangover or impairment.

You enjoy a refreshing beer, without beer consequences.

So Corona can now credibly suggest a beer for EVERY day of the week.

The packaging turns that expanded use occasion into something you can hold.

One of the ideas I explore in I Need That is that products get more compelling when they connect naturally with the life buyers want to live. Here, the innovation changes the frame around when you might use the product.

And evidently Cero already has momentum. One recent report citing Nielsen says its revenue was up 25% year over year as of May, versus 11% growth for the non-alcoholic beer category.

Seven beers instead of six is ridiculous.

Ridiculously on-brand.

If you’d like help creating and marketing products people feel compelled to buy, the product marketing consultants at Graphos Product can help.