Corona’s way to incentivize caring about oceans was to give people beer in exchange for picking up a few scraps of plastic.
On June 8, Corona was honouring World Oceans Day by kicking off a global weeklong initiative that forgoes sales in favour of a little social good. According to the brand, it accepted plastic intercepted in cities and on the coast as payment for beer.
The brand said that “hundreds of locations around the world” were participating. For those in Mexico, Brazil, Italy, Spain or Colombia, recycling machines were available in key retailers and popular bars throughout these countries so that the plastic received could be easily upcycled and given a second chance instead of clogging up the oceans.
Furthermore, for every pack purchased, Corona—in partnership with environmental group Parley for the Oceans—will commit to cleaning one square meter of local beach. Thus, it is worth keeping your eyes open once you are in these countries.