Mexican beer brand Corona is introducing a fresh marketing initiative, acquiring Chilean actor Pedro Pascal’s service aiming to engage Latino consumers.

The beer brand’s previous campaign, “La Vida Mas Fina,” featured the rapper Snoop Dogg. But with the transition to Pascal, the company expresses the need for “a shift in tone” in its marketing strategy.

“Every member of Corona is enthusiastic to give a warm welcome to Pedro as part of our team,” shared Saul Trejo, Corona’s marketing executive. “Pedro’s cultural influence is beyond doubt, and to honour our common roots and establish ourselves as a comprehensive Latino brand, we couldn’t ask for a better collaborator than Pedro Pascal.”

Meanwhile, Constellation Brands, responsible for Corona’s marketing in the U.S., stated that while appreciative of Snoop Dog’s contributions, they will be moving forward with Pascal for future campaigns.

Pascal, who is recognized for his main characters in The Last of Us and The Mandalorian, incurred the anger of conservatives in November 2021 when he shared posts on social media exculpating Joseph Rosenbaum and Anthony Huber, the two individuals who were fatally shot by Kyle Rittenhouse in an act of self-defense. Pascal’s justification for Rosenbaum, a former convict with numerous child sex offenses, was sharply critiqued, with one legal expert terming it as “glorifying a child rapist.”

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In addition to his identifiable characters, Pascal is also acclaimed for his portrayal of Oberyn Martell in the Game of Thrones series.

The change of Corona’s spokesperson coincides with a surge in the popularity of international beers in the U.S. In the last year, Modelo outpaced Bud Light to become the best-selling beer brand in the nation.