Ocean conservation by way of cerveza
Corona’s summer programs usually rely on telegraphing youthful friends, beach hangs, and cold beers in hand. But with a brand so intrinsically linked to the beach, we were briefed on giving our target a purpose and cause that directly connected to our brand.
Working with Oceanic Global, we brought about Corona’s Protect our Beaches ongoing campaign. The program focused on funding awareness and conservation efforts, cleaning beaches across America, and implement sustainability initiatives within the Corona’s own operations.
Featuring limited edition packaging, and a POS bundle with zero plastic and recycled paper used whenever possible, we strove to create Corona’s most eco conscious campaign at retail.
Corona is known for iconic beach horizons, so we rotated the camera to showcase that horizon vertically - putting the beaches we want to protect in full context. As a brand synonymous with fun and relaxation, we aimed to still keep a positive and optimistic outlook to our visuals as to not alienate our usually carefree target.
Pairing with our “standard” summer bundle, we also brought a festive 4th of July version of our visuals to life that retained a playful wink in our headline that still nodded to our cause. This shot itself involved playing around with colored flashlights on the beach at night to get those beautiful reflections in the iconic clear Corona bottle.
