Environmental protection is not a new topic in communication campaigns, but look at how Corona – a beer Brand from Mexico, stirred emotions and renewed its approach to recycling in its global campaign – Coronaless. Normally, every brand wants to take advantage of every moment, every space, no matter how prominent, to highlight the product, imprinting the Advertising image in the minds of customers. But Corona took the risk to “go against the flow” with a Creative, novel idea. Unprecedented, this is the first time a brand is willing to remove its product image in a marketing campaign.
Corona accepts to let product images disappear in promotional campaigns
Accordingly, the Coronaless campaign was launched in June 2023 in 3 countries: Germany, Uruguay and Brazil on a variety of platforms from print media, online advertising to outdoor OOH. Corona products have always been a “companion” on beach vacations, in fun with friends at sunset or in mysterious exploration of the forests. But instead of letting the model hold a Corona bottle as usual, they appeared with an “invisible” hand gesture holding a can.
Impressive OOH images of “Coronaless”
The photos were taken by renowned photographer Thierry des Fontaines and the bottles were removed through a technical post-production process. “We returned the bottle of this ad. Return yours” is the message that Corona wants to convey through this campaign, with the hope of encouraging people to properly dispose of empty bottles and recycle them to reduce ocean pollution.
Corona always considers the beach as its “hometown” as the brand has proven its journey of pursuing sustainable values through a series of meaningful campaigns and activities.
– Since 2008, the brand has been tackling marine plastic pollution through beach cleanups and Investing in technology to reduce its own plastic waste.
– In 2017, Corona partnered with environmental nonprofit Parley for the Oceans, the brand pledged to protect 100 islands from plastic pollution by 2020.
– Just one year later 2018, the Mexican beer brand celebrated World Oceans Day by unveiling a series of eye-catching sculptures made from plastic waste, including a massive wave created from London’s trash.
– In 2019, Corona even accepted plastic in exchange for beer, as part of its “Pay with Plastic” program to encourage the collection of plastic waste along the coast.
– In 2022, Corona launched the “Plastic Fishing” campaign – an idea inspired by the “plastic fishing” journey of more than 100 fishermen. They joined hands to create a cleaner and healthier Atlantic coast for South Africa.
Although Corona is served in glass bottles or cans and does not use plastic in the packaging of the main product. But the brand representative shared: “You know, even if we’re not the biggest contributor, we still have a responsibility to lead the industry in reducing waste and protecting the environment.” In 2021, Corona made history by becoming the first global beverage brand to have a net plastic footprint of zero.
Conclude:
Coronaless is perhaps a clear demonstration of the brand’s dedicated efforts. By innovating the user’s approach to the issue of plastic waste, the campaign has deeply impacted users’ awareness and promoted recycling behavior.
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