Corona: Wave of Waste

Beer brand Corona aligned with non-profit organisation Parley to protect the world's oceans and increase its relevance to young Australians.

Campaign details

Brand: CoronaBrand owner: AB InBevLead agency: PHD MediaContributing agencies: Wieden+Kennedy, Monster Children, Fuel Communications, TraffikCountry: AustraliaIndustries: Beer & ciderMedia channels: Outdoor, out-of-home, Social mediaBudget: Up to 500k

Executive summary

As the number-one international beer in Australia, Corona was tasked with recruiting new beer drinkers into a category that was in decline.

Despite Australians' connection with the ocean, the marine plastic pollution epidemic had low awareness levels in Australia. Paradise, Corona's idyllic setting and brand identity, is in danger and Corona aligned with organisation...

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