Protect Paradise is Corona's and Parley's commitment to put an end to marine plastic pollution.
This platform is a coming together of various activations and touch points that enables people to protect the beaches that have become our home.
We launched with a film that follows the journey of a plastic bag from city to isolated beach, seen from the POV of the plastic bag.
Next, over the summer (Corona’s biggest selling period) we gave people the chance to be part of the solution by accepting plastic waste as payment for beer in cities and coasts across the globe during 2019 World Oceans Week. In total, ten countries and over 100 locations got behind the initiative.
Geo-targeted digital assets directed people to protectparadise.com/paywithplasticwhere – an interactive map that displayed the nearest locations to exchange plastic for Coronas. Posters were also put up around cities, in partnering bars and retail partners to further promote the activation.
