On Jun 4th, Corona, a beer brand synonymous with tropical beaches, announced a bold new initiative aimed at protecting our beaches for generations to come.
As part of its “Protect Our Beaches” initiative Corona committed to removing 1 million pounds of plastic from 100 beaches as well as from its business by the brand’s 100th birthday in 2025.
“Beaches have been the heartbeat of Corona for nearly 100 years because of what they represent: a special place with the power to relax and refresh our perspectives,” said Ann Legan, vice president of brand marketing, Corona.
“The ‘Protect Our Beaches’ initiative is a commitment to reduce our plastic usage and clean up a place we call home, an action that we hope can inspire communities to protect their own local beaches and create a bigger impact.”
To help support this admirable effort, Corona has partnered with Oceanic Global, a nonprofit leader in ocean conservation, to spearhead cleanups in some of the nation’s most polluted areas, as well as host community cleanups in select cities and locations across the country.
Oceanic Global is also helping Corona with its sustainability efforts, predominantly by removing plastic across its business, including packaging, selling tools, merchandise and more, and replacing it with ocean-friendly alternatives.
The state of our oceans is dire. We are currently dumping up to the equivalent of two garbage truckloads of plastic in the oceans every minute, pushing the ocean’s ecosystems past their limits,” said Lea d’Auriol, founder, Oceanic Global. “We all must take immediate action to ensure the health of our oceans and beaches, for today and for the future. We are proud to support an iconic brand like Corona in taking action and inspiring others to do the same.”
To kick off the initiative, Corona hosted a high-impact cleanup (coordinated with the experts at United by Blue, a sustainable lifestyle brand that specializes in coastal and waterway cleanup projects) in the environmentally endangered lands of the South Dade Wetlands within the Biscayne Bay near Miami.
A unique waterway system, the Biscayne Bay is home to some of the Atlantic Ocean’s most unique wildlife. Unfortunately, the bay falls victim to both marine debris and litter from the city. The cleanup successfully yielded more than 30,000 pounds of plastic waste.
But that is just the beginning of Corona’s effort to remove plastic debris from the nation’s waterways…
From beaches to rivers and lakes, this year, the brand will host 20 consumer cleanup events across the country to bring communities together and enable people to be part of the solution. These cleanups will begin in July and run through September.
To aid consumers in their own local cleanup efforts, Corona and Oceanic Global are offering an easy-to-use toolkit that includes all the essentials individuals need to clean up their beloved waterway or beach.
The toolkit which is available to purchase online comes in a custom branded recyclable cardboard box with gloves, a reusable mesh bag and a QR code that unlocks access to the Corona Beach Cleanup Guide and directs people to find a local cleanup event in their area.
Corona is supporting its “Protect Our Beaches” initiative with an integrated TV, social, retail and PR campaign to raise awareness of the need to protect our beaches and how everyone can be part of the solution.
And while we’re at it, here’s another reason you need to get involved…