Oceans Week: Pay With Plastic
Accepting plastic waste as payment for Corona in a mission to protect paradise
Over summer, Corona’s biggest selling period, we turned the attention to protecting paradise and gave people the chance to be part of the solution.
An estimated 8 million metric tons of plastic pollution enter the world’s oceans each year. To highlight the issue, we created a campaign that saw Corona accept plastic waste as payment for beer in cities and coasts across the globe during 2019 World Oceans Week. In total, ten countries and over 100 locations got behind the initiative.
Geo-targeted digital assets directed people to protectparadise.com/paywithplasticwhere – an interactive map that displayed the nearest locations to exchange plastic for Coronas. Posters were also put up around cities, in partnering bars and retail partners to further promote the activation.
The ‘Pay With Plastic’ program kicked off a full summer campaign from Corona and Parley dedicated to protecting paradise, featuring new packaging that gave even more consumers a way to be part of the solution. For every limited-edition pack purchased, Corona and Parley committed to cleaning one square meter of local beach. Consumers were also able to join the clean-ups through the partnership website protectparadise.com.