One of the most widespread advertising campaigns currently is the one launched by Corona. The famous Mexican beer company has countless advertisements showing the beer featured on a tropical beach, in the sun, with the slogan "Where you'd rather be." This type of advertising clearly attempts to associate beer with a casual, laid-back lifestyle that consumers apparently want to have. The ad campaign was incredibly successful and distinguished the beer from similar-tasting competitors simply based on the lifestyle associated with it. One of the main reasons for the success of this approach is that there are no limits to the type of consumer that can be convinced. In an article written on the lifestyle approach, Mike Featherstone suggests that there is evidence in consumer culture advertising that being conscious of one's lifestyle is not just for the younger generation, as “We all have the opportunity to improve and improve ourselves. expression whatever our age or social origin”