Snoop Dogg is giving up his beachside seat. The rapper will no longer head up Corona’s “La Vida Mas Fina” campaign, according to Corona parent Constellation Brands. Actor Pedro Pascal has been cast in a new iteration of the three-year-old campaign, with Pascal’s first ads set to appear in May.

The new ads will take on a different tone as Corona “looks to lean into its roots as a modern Latino brand,” according to a press release.

“La Vida Mas Fina” launched in 2020 from MullenLowe Los Angeles. It featured Snoop Dogg on a white-sand beach dispensing advice for living the fine life, such as “No time that could be called a good time is ever a waste of time,” or presiding over an ensemble cast often shown relaxing beachside in Adirondack chairs—a scene so recognizable it was spoofed by rival Coors Light in that brand’s Super Bowl ad this year.

Snoop appeared most often opposite comic Andy Samberg and former quarterback Eli Manning. Ads also included former basketball players Vince Carter, Christian Laettner and Sue Bird, as well as actor Zoe Saldana and musician Bad Bunny.

“After a great three-year run together, our Corona platform is moving in a new creative direction,” a Constellation spokesperson told Ad Age. “We thank Snoop for his inspiration and true master of chill attitude that was embodied within the ‘La Vida Mas Fina’ campaign.”

Snoop’s laid-back performances—and his affection for weed—have cut a unique profile in the entertainment scene and made him a hot commodity in advertising. He’s backed Sodastream, the wine brand 19 Crimes and the fast food chain Jack in the Box. He most recently headed a clever campaign for the outdoor fireplace brand Solo Stove, teasing that he’d “decided to give up smoke.” That appearance later drew attention in the marketing industry after Solo Stove’s Chief Financial Officer Andrea Tarbox commented that it did not “lead to the sales lift” the company originally had planned.

Snoop made an appearance last year for Happy Dad, the seltzer company that introduced a flavor picked by Snoop, who is an investor in the company. The move presented a potential conflict with Corona, whose seltzers Snoop also endorsed. Corona at the time declined to comment on the situation.