• For World Oceans Day on June 8, Corona launched a campaign aimed at
    raising awareness about marine plastic pollution, per a news release. The
    beer brand changed its tagline from “This Is Living” to
    “This Is Living?” and “hijacked” its own ads by
    replacing images of pristine beaches with ones marked by pollution. 
  • To illustrate the issue of marine pollution, Corona used plastic
    collected from nearby beaches to build sculptures in London, Melbourne,
    Santiago, Bogota, Santo Domingo and Lima. The “Wave of Waste” in
    London depicts Australian actor Chis Hemsworth surfing on a wave of
    plastic collected in the U.K. The public is invited to drop off their own
    plastic waste at the site to be added to the installation. 
  • The brewer also partnered with Parley for the Oceans on new
    Hawaiian shirts made from plastic collected from open ocean, remote
    islands, shorelines and coastal communities. The designs feature everyday
    plastic items, like bottles and toothbrushes, incorporated into a
    seascape. The limited-edition shirts are available online for $70 with
    proceeds going to Parley for the Oceans. Corona and Parley have the goal
    of protecting 100 islands around the world by 2020. In May, Corona x
    Parley launched a fundraising platform, “Clean Waves,” that
    upcycles plastic pollution into fashion merchandise with proceeds going
    toward island protection. 

Corona is tapping into its
longstanding image as a beachy beer brand, often manifested in ads showing
tropical paradises, to raise awareness about the growing issue of plastic
pollution in oceans. The campaign is timely, following several recent news
reports highlighting plastic’s impact on marine habitats, including the death
of a pilot whale found in Thailandwith
nearly 20 pounds of plastic trash in its stomach. Environmentalists have also
ramped up calls for a ban on plastic straws after
a viral video a few years ago that showed a sea turtle with a straw stuck up
its nose.

The “Wave of Waste”
installations could help consumers visualize the scale of the problem and how
it impacts beaches in their community. The strategy of tying experiential
out-of-home elements to cause marketing has become popular in recent months.
Unilever brands, including Degree, Dove and Axe, partnered with the thrift
retailer Savers in February on a 28-foot installation at
The Oculus in New York City. The piece depicted a female mannequin wearing a
massive dress made from repurposed clothing and included statistics about the
amount of clothing thrown away each year. The snack bar brand Kind, promoting a
new line of children’s fruit bites in August, created 45,485-pound sugar sculpture in
Times Square representing the amount of added sugar children in the U.S. are
estimated to eat, collectively, every five minutes. 

These efforts spotlight how
more marketers are evolving approaches to brand purpose beyond traditional
corporate social responsibility programs to include elements like experiential
marketing. Younger consumers, particularly millennials and Gen Zers, think
brands standing up for causes is important. Recent research from Kantar
Consulting also showed that brands with a strong sense of purpose have
grown 2x faster
 than brands without one over the past 12
years. 

Source: Marketing Dive