Along its history, CORONA has been directly involved with environmental and nature matters. In 2021, we needed to launch the beer’s new formula: It is now made with 100% natural ingredients. Besides the global communication campaign, we needed to create an experience that generated real impact for consumers, and nature gave us the answer. If we were going to launch a beer made with 100% natural ingredients, why didn’t we do it in a place made with 100% natural materials as well?

Then, THE NATURAL BAR: The Bar That Leaves no Trace was born. A place fully designed and built 100% with ingredients from nature, just like our beer. Built in no other place than the most natural sanctuary on earth: GALÁPAGOS ISLANDS (UNESCO’s World Natural Heritage), as well in PORTHMINSTER in UK, and in PRAIA BRAVA in Brazil; the bar was built only using sand, clay, wood, bamboo, volcanic rock, guano (turtle’s excrement), vegetation and water. Not even one artificial or man-made material.

In 2021, CORONA needed to launch its new formula to its consumers (people from 25 to 35 around the world): It is now made with 100% natural ingredients. It turns out that Nature itself gave us the answer to do it: If we were going to launch a beer made with 100% natural ingredients, why didn’t we do it in a place made with 100% natural materials as well? Then, ‘THE NATURAL BAR’ was born. For the first time ever, an experience for a brand 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 on it.

With the help of eco-building expert Molly Windels-Lyte, the team of In-Build, local millenary artisans and a group of local talent on each region, we could give life to a place in the middle of the beach, where every wall was constructed with a solid mixture of sand, water, clay and guano, with details completely hand-made. All of the furniture (the tables and sofas), as well as the decoration of the place, were made with a bamboo, volcanic rock, wood structure, and finished with a solid ply of sand. Materials like metal, concrete or plastic were never necessary to be used. For the first time in history, a brand event didn’t leave any type of trace, rubbish or residue. On the contrary, being done by nature, every element came back to it after hundreds of people gathered there together.

- Perception of Corona’s Natural Ingredients: UK(+10%) / BRAZIL(+12%) / ECUADOR(+27%)

- Brand Love Increase UK(+14%) / BRAZIL(+6%) / ECUADOR(+58%)

- Sales Increase UK(+3.5%) / BRAZIL(+74%) / ECUADOR(+77%)

- It was the most talked about Corona’s Campaign in UK’s history.

- It was the most talked about Corona’s Campaign in Ecuador’s History.

- It had more than 35 Million Impressions.

- 100% Positive Sentiment.

- The initiative was so successful that it became a global platform for the brand and is now planned to be built in more places around the world, including FRANCE, PANAMÁ, DUBAI and DOMINICAN REPUBLIC in 2022.

- Most important, for the first time ever, an experience for a brand was designed and built completely from nature, and it went back to nature, without leaving any trace on it.