Bali is one of the world's most beautiful paradises and also one of the most affected by plastic pollution. The government is eliminating single-use plastic bags, but the communities don't have enough access to reusable alternatives.
Corona leveraged it's WSL title sponsorship event to get the word out, rebranding the event the Bali Pro-TECTED. During the event, the brand leveraged it's media and share of voice to educate the audience on the issue and offer consumers an opportunity to buy a limited-edition upcycled reusable grocery bag designed by well-known surfers Gabriel Medina, Stephanie Gilmore and Rosy Hodge. Each bag was made from ~5 plastic water bottles and for each bag purchased, Corona donated an additional three to the local community.
In total, 20,000 bags were donated to Bali, removing 100,000 water bottles from the ocean. The content deployed during the campaign outperformed WSL benchmarks and was one of the most effective multi-media campaigns in Corona's history.
