CORONA is a brand that belongs to the ocean, the beach and nature. That’s why it’s been directly involved with environmental matters to protect nature and enhance sustainability. In accordance with this connection with nature, the brand adjusted its formula to use only 100% natural ingredients, and this new milestone needed not only to be shared, but experienced.

This was a strategic move because the brand had one of the highest awareness, but it had no recognition of any functional attributes, as is very common in the beer category. We needed a new kind of brand experience closer to our functional benefits that helped us translate the all-natural formula into an easy exciting way to live and understand its benefits.

The way to measure our success was awareness in a first level, and secondly strengthening the association of Corona with the “Natural & High quality” attributes.

We needed to create a unique experience that was in line with the brand ethos and ideal: OUTSIDE WE LIVE AGAIN.

We were very conscious of how much greenwashing is happening in the world and wanted to ensure that we walked the talk and led the way on sustainability while building on our functional benefits.

ONLY A WORLD LIKE THIS CAN MAKE A BEER LIKE THIS. Which, then led to ONLY A BEER LIKE THIS, COULD INSPIRE US TO CREATE A BAR LIKE THIS.

Nature gave us the answer, the best way to enjoy a beer made with 100% natural ingredients is in a bar made with 100% natural materials as well, bringing to life the first and only Bar That Leaves no Trace.

1. Context

CORONA is a brand that belongs to the ocean, the beach and nature. That’s why it’s been directly involved with environmental matters to protect nature and enhance sustainability, becoming the first global beverage brand to achieve a net zero plastic footprint globally. In accordance with this connection with nature, the brand adjusted its formula to use only 100% natural ingredients, and this new milestone needed not only to be shared, but experienced.

2. Creative Challenge

We needed to create a unique experience that was in line with the brand ethos and ideal: OUTSIDE WE LIVE AGAIN.

We were very conscious of how much greenwashing is happening in the world and wanted to ensure that we walked the talk and led the way on sustainability while building on our functional benefits.

3. Solution/Idea

ONLY A WORLD LIKE THIS CAN MAKE A BEER LIKE THIS. Which, then led to ONLY A BEER LIKE THIS, COULD INSPIRE US TO CREATE A BAR LIKE THIS.

Nature gave us the answer, the best way to enjoy a beer made with 100% natural ingredients is in a bar made with 100% natural materials as well.

CORONA NATURAL BAR

The first and only Bar That Leaves no Trace.

For the first time ever, a brand experience was designed and built 100% with ingredients from nature, just like the product (not even one artificial or man-made material was used), and went back to nature, without leaving any trace.

The experience began in the UK, one of Corona’s top 5 markets, as it was one of the first countries to open beaches just right after lockdown. Given its success, we took this idea to Galapagos Islands, a worldwide natural sanctuary and heritage of UNESCO, to make a statement to the whole world. Then, the experience was replicated in different beaches in Seggio Marina, Italy; Praia Brava, Brazil; Biscarrosse, France; Panama; Dominican Republic; and even two ice versions in the Andes mountains in Chile, and Zugspitze in Germany.

4. Execution

With the help of different eco-builders and local millenary artists, like Molly Windels-Lyte in UK; Teo Ruiz in Ecuador; and a group of local talent on each country we were able to bring to life 9 bars in natural destinations around the world. Every bar was designed with a unique local craft according to the specific materials found in each environment. Every wall, structure or furniture was made of a solid mixture, including sand, water, clay, guano and even ice, with details completely hand made.

For everyone to have a place in our bar even without being able to witness the bar, we documented every part of the process revealing every detail of the design and craft behind every bar. This helped us tell the news of the first bar in history created by nature, every element coming back to it after hundreds of people gathered there together, leaving no trace behind. The experience content was amplified in Facebook, Youtube, Instagram, Google Ads and in Corona's own media.

Everything was designed and built 100% with ingredients from nature, and went back to nature, without leaving any trace. Not even one artificial or man-made material was used.

With the help of different eco-builders and local millenary artists, like Molly Windels-Lyte in UK; Teo Ruiz in Ecuador; and a group of local talent on each country we were able to bring to life 9 bars in natural destinations around the world: UK, Italy, Brazil, France, Panama, Dominican Republic; and even two ice versions in Chile and Germany; and Galapagos Islands (UNESCO’s Worldwide Natural Sanctuary), to make a statement to the whole world.

Every bar was designed with a unique local craft according to the specific materials found in each ecosystem. Every wall, structure or furniture was made of a solid mixture, including sand, water, clay, guano (mixture of mud and turtle’s excrement) and even ice, with details completely hand made.

The bar moved indicators such as Brand Love up by 58% in less mature markets (Ecuador) and up to 14% in more mature markets (UK) reaching an average of +26%.

We reached a milestone for Corona strengthening the association of Corona’s beer with “Natural & High Quality” by 16% on average on the different markets and up to 27% on emerging markets such as Ecuador.

In less mature markets (Brazil/Ecuador) the sales increase represented up to 70%, and in more mature markets (UK) 3.5% sales increase.

It’s the best brand activation all over the world to build Corona’s functional benefits, generating more conversation than any other global experience like Free Range Humans +7%, and Plastic Fishing Tournament +17%, bringing the highest PR value ever for Corona in countries such as UK, Ecuador, Panama and Italy, and the most talked about Corona’s Campaign in Ecuador, UK and Italy’s history