If you follow my Saturday series, you may have heard me mention Corona Beer. I have come to prefer Corona over other lagers, and now I have a new reason to support the brand – the Corona “Losing Blue” can.
Corona is brewed in and imported from Mexico. Mexico is a country whose economy depends heavily on tourism. Most of the tourists going to Mexico are going for the beaches, and the beaches in Mexico have become covered with trash. The brewers of Corona decided to show just how trash-laden the beaches are, by reducing the amount of blue on the Corona can.
You may not know it, but the Corona can is a beach sunset. The bottom is blue (ocean) the center is gold (sun) and the top is blue and white (sky). This is no simple paint job, this is the Corona brand which, until recently, hadn’t changed in over 100 years!
Corona worked with marine biologists to determine the level of (primarily) plastic trash on 10 of the most popular beaches. Then they reduced the amount of “ocean” depicted on their cans that were being distributed in those areas. According to Corona, the ad program worked:
“Our cans made people stop and think at the moment of consumption. By dramatizing a national issue in a personal way, we sparked a national conversation and spurred Mexicans into action, resulting in 30% more people volunteering in beach clean-ups across the country.”
That’s a pretty good result.
The article in “Ads of the World” is over here, but most of the information is on the graphic at the bottom (borrowed from that page).
I like this story for a lot of reasons. First, it motivated people to take action. Second, it’s an example of a company taking a risk with one of their most important assets (brand) for a broader social-environmental reason. Third, the act of gathering data and helping people to visualize the meaning of that data appeals to the nerdy information professional side of me. Fourth, it gives me another reason to like my favorite beer.
The “We are the World” Blogfest is now in its third year. This blogfest’s goal is to spread the message of light, hope and love in today’s world. We are challenging all participants to share the positive side of humanity. This month’s co-hosts: Shilpa Garg, Mary Giese, Simon Falk , Damyanti Biswas, and myself, welcome participants and encourage all to join in during future months. #WATWB is a blog hop on the last Friday of every month. Click HERE to be part of this fun and remarkable blogfest.