Corona teaches you how to turn its 12-pack box into an eclipse viewer.

Creativity – August 17, 2017

By Alexandra Jardine

Corona is among the plethora of brands capitalizing on next week’s solar eclipse, with a marketing effort that has a decidedly practical element.

The beer brand — which points out, in case you didn’t know, that the the solar corona is its namesake — has issued an Instagram guide to turning a 12-pack Corona box into an eclipse-viewing pinhole camera. All you need is some foil, white paper and 35 seconds to spare, according to the brand, and you’ll be all set for viewing the eclipse safely.

Corona is also encouraging people to save the 12 bottles for a toast on Monday night, and share their parties on Instagram using the hashtag #CoronaEclipse. In addition, it’s holding its own Corona Eclipse party in Nashville, where the length of viewing eclipse totality will be among the longest in the U.S., and has enlisted photographers in cities along the eclipse path to document their toasts. Cramer-Krasselt is the agency behind the activity.