Corona Extra Ditches Bottles From Its Ads To Encourage Recycling
By Mikelle Leow, 01 Jun 2023
No Corona Extra advertisement is complete without that quintessential bottle—or so you thought.
In a new counterintuitive campaign crafted by advertising agencies DAVID São Paulo and DAVID Bogota, Corona sacrifices this mainstay for the first time to inform drinkers that its bottles are actually returnable.
So far, more than two million empty bottles have been sent back in the four countries supported by the brand’s recycling project.
In place of the packaging, Corona allows other aspects of its personality to shine through, like the beach, sun, nature, and a glimpse of its logo.
Billboards around Germany, Uruguay, and Brazil showcasing the new Coronaless visuals read: “We returned the bottle of this ad. Return yours.”
The initiative aims to encourage the public “to dispose of empty Corona packaging correctly, without polluting beaches and oceans,” the advertising firms tell us in an email.
[via DAVID São Paulo and DAVID Bogota, images courtesy]
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