Timed with World Oceans Month, Corona beer – a brand that has long been synonymous with the beach – is committing to removing one million pounds of plastic from beaches and its business by 2025 through its “Protect Our Beaches” initiative in partnership with Oceanic Global. From beaches to rivers and lakes, Corona will host 20 consumer clean-up events across the country, adhering to local safety guidelines, to bring communities together and enable community members to be part of the solution.
To build out the initiative, MullenLowe LA developed an integrated marketing campaign including TV, digital, social, retail, and PR.
MullenLowe LA promoted Corona’s first high-impact cleanup in a video that summarized the initiative and encouraged others to start their own advocacy efforts through CoronaUSA.com. The cleanup took place in the environmentally endangered lands of the South Dade Wetlands, within the Biscayne Bay near Miami. The bay falls victim to both marine debris and litter from the city, and the cleanup yielded more than 30,000 pounds of plastic waste.
In addition to the integrated marketing campaign, MullenLowe salt played a key part in fleshing out the campaign’s go-to-market approach, and developing Corona’s partnership with Oceanic Global, which is helping Corona remove plastic across its business.
To learn more and find a clean-up happening in your area or purchase a clean-up toolkit and guide, visit CoronaUSA.com.