There’s no question plastic has become the sustainability issue of the year. And for good reason, especially as environmental advocates such as Dame Ellen MacArthur warn there will be more plastic than fish in our world’s oceans by 2050. Companies across the spectrum are thinking up new ways to solve for the plastic crisis, from refillable moisturizer pods to graduation caps and gowns made out of recycled plastic bottles. The latest effort not only raises awareness for the severity of the plastic issue, but creates a compelling incentive to collect discarded plastic from streets and oceans.
In honor of World Oceans Day, Corona joined forces with long-term partner Parley for the Oceans to launch the “Pay with Plastic” campaign, asking consumers to trade in intercepted plastic from cities and the coast as payment for beer. The campaign, in key retailers and popular bars in Mexico, Brazil, Italy, Spain and Colombia, not only incentivizes consumers to collect plastic, but also includes on-site messaging on how to avoid plastic altogether. The effort also includes a limited-edition pack, which for each purchase, Corona and Parley commit to cleaning one square meter of local beach. And for consumers who really want to roll up their sleeves, the two organizations are asking individuals to sign up for beach cleanup opportunities over the summer months.
Not only does the “Pay with Plastic” campaign shine a light on Corona’s commitment to the plastic issue by literally forgoing monetary sales, it also provides a very tangible way for consumers to interact with the issue. By asking consumers to collect plastic from their communities in exchange for free product and providing education at trade-in locations, the brand begins to drive home just how widespread the plastic crisis has become in areas around the world.