Protect Paradise

Continuing its fight against plastic pollution, Corona launched Protect Paradise. A global movement that turned every interaction with the brand into a way to help protect the oceans, enabling people to be part of the solution.

To achieve sufficient participation of the general public, we ensured Corona and our action-driving message to “Protect Paradise” was present across as many touchpoints as possible and required differing levels of investment that made engaging with Corona a simple yet worthwhile action to help protect the oceans.

From collective efforts globally, we rallied 11,399 volunteers across 229 clean-ups in 13 countries, and cleaned over 8 million meter2 of beach. Through communicating our POV “Plastic Doesn’t Belong In Paradise”, turning beer into beach clean-ups and encouraging people to take part in our solution-based activation “Pay With Plastic”, we garnered 1.26B earned media impressions with impactful coverage across key markets. In the first half of 2019, Corona also achieved its highest ever sales results in major markets including Australia and Chile. And the brand’s commitment to cleaning beaches helped establish more meaningful connections with beer drinkers in Mexico.

In order to rally beer-drinkers globally and create impact at scale, we gave consumers a variety of ways to be part of the solution across different touch points - from simply buying a pack of Corona to joining hundreds of beach clean-ups worldwide or even through recycling your plastic in exchange for beer.

All core communications shared our POV “Plastic Doesn’t Belong in Paradise”, encouraged people to find how they can help by visiting our hub ProtectParadise.com, track the progress made to protect our oceans and join a Corona x Parley beach clean-up nearby.

Our iconic packaging announced Corona’s commitment to clean 1 meter2 of coastline for every pack of Corona bought. This also rolled over to partnering bars when you buy a bucket of Corona.

And to mark World Oceans Day, we invited people to Pay With Plastic. In cities worldwide, this initiative allowed people to give up their plastic trash for refreshing beers at city installations, bars and public recycling stations.

As a brand that’s synonymous with the beach, Corona has committed to protect it so everyone can continue to enjoy it. Since 2016, it joined forces with Parley for the Oceans giving them the platform to generate awareness and also support innovation that works to tackle the global plastic pollution problem. Corona also played a huge part in opening the world’s eyes to the scale of the problem and as a result, became the most talked-about brand during Oceans Week 2018.

But, much like the shocking facts that help to put the problem into perspective, words are nothing without action. From insights gathered, people do care about the threat of plastic pollution but feel helpless due to its severity and have no avenue to participate.

Our task was to enable people around the globe and help them be part of the solution. Together with Corona during summer - the brand’s biggest selling period - and shifted the focus from selling beer to taking a bold stand against plastic pollution.

Jury Feedback

NEXT - IMPACT / NOMINATION

No words but deeds, it’s refreshing to see a brand taking responsibility and going into action by turning 100 islands into clean spaces while making people aware of the actual underlying problem. The jury likes the fact that real impact was created - which will hopefully have a long lasting effect - through creative collaboration with a community of artists, volunteers, and local entrepreneurs. The execution was of a really high quality. It projects and inspires positive energy and possibilities for change, on a small and large scale. The jury was positively surprised and hopes Corona takes this responsibility as a blueprint for its future and implements this ideology in the heart of how they conduct business. Go on!