Corona launched a 360 campaign enabling consumers to be part of the solution by avoiding, intercepting and replacing plastic from their lives. The brand's first global through the line campaign was executed in 13 countries. Collectively, markets conducted over 214 cleanups, protecting 9.6MM sq meters of beach. Trade programs helped consumers avoid more than 1MM KGs of single-use plastic. By all measures, the campaign was also a success for the brand commercially and in terms of equity (differentiation, brand love and reputation).
TRADE
The campaign included bespoke packaging and promotional mechanics leveraged around the world. Every limited edition six pack of Corona cleaned one square meter of local beach. Additionally, several hundred thousand resable water bottles and grocery bags were given out at the point of purchase to incentivize avoidance of single-use plastic options.
PR / EARNED MEDIA
As a follow-up to the plastic wave execution the year prior, Corona launched a "Pay With Plastic" program during Oceans Week. Consumers (LDA+) could exchange plastic collected around their city or beach in exchange for Corona. The promotional was available at hundreds of bars and retail touch points in multiple countries. Facebook and Instagram ads directed consumers to a map highlighting the nearest drop point.
COMMUNICATIONS
One consistent message across all channels from trade to above the line communications. In contrast to much of the content on the issue, the brand focused on a more positive and inspirational message in keeping with Corona's iconic advertising.
