Brand Values

As you know all too well, to reduce plastic waste, Cerveza Corona has been working alongside many ocean conservation organizations for years. Since 2017, in a bid to protect more than 100 islands and protect paradise, Corona has launched countless campaigns, challenges, and volunteering opportunities.

Objective

The objective was clear: to launch a contextual campaign that will not only have an impact on people but the whole planet. We directly compared the most devastating natural disasters in recent times (Mitch, Katrina, Nina, etc.) with the impact that daily

With Sounds of Destruction campaign we connected with the public through a relevant and direct comparison of natural disasters that affected the country and the world and the widespread use of single-use plastic straws. A severe problem which, if we don't take action now, will create a worse disaster in the future..

We aired the campaign on prime time on Guatemala's primary radio stations. We chose specific radio stations that cater to a more urban and young demographic, which we know are sensitive to environmental messaging and can access our digital platforms. After we connected with our chosen demographic, we sensitized them to our cause; our message resonates with anyone who lived through Mitch or any other storm that ravaged our country (or has watched the news at any point in their lives). The message was simple but powerful and emotional. To end our efforts, we urged listeners to join our crusade at protectparadise.com to save the world's paradises. Thus, creating a movement.

For June and July, to conmemorate Ocean's week, we aired the campaign on prime time on the country’s primary radio stations. Then, we urged listeners to join our cause at protectparadise.com to save the world's paradises.