As a brand that was born at the beach, Beach is the best place to demonstrate "outside we live again", so ocean protection is deeply connected to purpose. If you want to be there, you need to protect it.

To protect the ocean from being polluted by plastic, corona minimized the plastic generation during whole supply chain and production process.

This year, we want to leverage on this campaign to raise up people’s awareness of ocean protection.

As an advocate of the beach lifestyle both in China and everywhere else in the world, Corona has always considered marine environmental protection to be one of its major social responsibilities.

Corona has not only promoted the concepts of plastic reduction in the ocean and sustainable development to the consumer end, but also minimized plastic pollution within both the production process and the whole industrial chain.

By remaining true to its core values, Corona embodies the concept of sustainable development with every action it takes.

This year, in triggering consumers’ awareness of marine protection, Corona transformed its century-old bottle in inspiration of three plastic-deformed marine animals.

The key challenge is the consumers who we want to speak with.

We found that Chinese residents who are outdoor lovers but live far away from the ocean, as they are completely unaware of the dire consequences of plastic waste.

When we see everything about the sea, we could see the ocean blue while we couldn’t see the plastic and pollution deep in the ocean.

We see the cute sea lion in aquarium, but can’t see the big threat they’re facing.

People rarely cast their attention to distant things yet are obsessed with daily necessities. Even the slightest change may easily be noticed.

To build up awareness of severe harm the ocean has suffered, Corona decided to “hurt” its century-old classic bottle.

Corona teamed up with Blue Ribbon, the biggest ocean conservation organization in China.

On June 8th, World Oceans Day, we launched Corona Deformed to resemble hurt marine animals’ deformed bodies.

Meanwhile, Corona rallied people to join the plastic reduction campaign and become guardians of the ocean via social media.

We also continuously amplified the campaign by landing it in major cities in China.

The campaign attracted numerous media and influencers to join with Corona and speak up for the ocean.

1,426,000 consumers actively join the campaign on social media, and the topic of “ocean plastic reduction” was discussed as never before.

All the gift boxes were sold out within two days, the communication reached 12 million person-times, resulting in 2,426,000 engagements during the campaign.

The topic of plastic reduction has triggered unprecedented discussions in beer industry. More beer brands are following the topic of plastic reduction and environmental protection.

And we are continuing our journey, and more countries will adopt this initiative.