Puerto Rico had just declared a state of emergency over its dying coral reefs, an essential part of its marine ecosystem. This is the result of hurricanes, earthquakes, tremors, pollution, overfishing, and irresponsible onshore recreational use. In view of this situation, national beer Medalla Light found an opportunity to become part of the solution by joining with marine biologists to turn used bottles back into the raw material for the coral restoration effort. Our objective with The Great Reef Brewer was to showcase Medalla Light’s commitment with marine ecosystems through the restoration of coral reefs.

The Great Reef Brewer is a concept created in partnership by Medalla Light Beer and teams of Biologists as a response to the Island coral crisis. Medalla Light, Puerto Rico’s national beer, teamed up with marine biologists from Isla Mar and HJR Reefscaping to supply the scientists the used bottles and the equipment needed to pulverize and turn them back into its raw material, coral sand. It turns out our glass, manufactured in the same region, have the same ingredients corals use to build their skeletons. This additive became a key ingredient to support the growth of Acropora Palmata species and cement it to the ocean floor. This idea gains even more relevance since Puerto Rico has no glass recycling programs in place.

The Great Reef Brewer was born out of the coral reef crisis, a problem that affects all Puerto Ricans (and, frankly, the entire world), which is why our target audience included everyone in the Island, including the media. Therefore, we created a 360 campaign that and incorporated celebrity singer-songwriter Pedro Capó to reach a wider audience, beyond beach lovers. Macro and micro influencers with were also part of our plan, with a focus on those who’s content centers on nature and the environment. Also, as we knew credibility as an important factor for our effort, so we brought marine biologists to the forefront on media interviews and for ongoing updates as to the results of our effort during our campaign and to this day. Media packages with our assets were sent to national and international media. Our key message: “Our beaches. Our responsibility.”

This ongoing project started on 2020 and its reach keeps growing to this day.

We launched a campaign which included TV and social media starring our marine biologists and celebrity singer-songwriter Pedro Capó. We launched a docu-style video series on social media which portrayed the coral crisis, explained, and demonstrated every step of our effort. Amplification included public relations and social media influencers, environmental activists, beach lovers and celebrities.

Medalla Light has made a real impact on a very real problem: the coral reef crisis. In the process, the brand has strengthened its image as a local product committed to the protection of the Island’s environment, and its marine ecosystems.

- 725 thriving colonies already established

- Over 10,000 square meters of planted coral by the end of the year

- 86K REPURPOSED BEER BOTTLES

- $1.5 million in earned media

- 4000% increase in conversation about the coral crisis on social media

- 2.14 million video views

- 14.9 million impressions (210% above the KPI)

- Leading voices and experts applauded the effort, while calling for legislation to protect our marine ecosystems.