Our Work
Corona Plastic Fishing Tournament
Overview
Removed over 20 tons of plastic from the world’s oceans
What: Corona has been committed to the sea and its preservation since the very beginning, but its awareness and beach cleaning platforms were no longer enough: 14 million tons of plastic end up in the ocean every year. Corona set out to deepen its commitment to the environment by creating new sustainable platforms to combat ocean pollution.
In the spring of 2022, Corona created the first ever Plastic Fishing Tournament: a global scale initiative where fisherpeople from all over the world were rewarded for making the biggest catch of plastic waste in order to sell it to recycling companies while also cleaning the ocean.
How: Held in Mexico, Brazil, China, Israel, Columbia and South Africa, Corona encouraged fisherpeople to sign up to recover plastic from the ocean while earning money. Each event was promoted in the local market through social media, local media outreach and grassroot materials as well as globally as part of Corona’s longstanding commitment to protect the world’s oceans and beaches from plastic pollution. During the events, we connected fishing communities with local recycling companies to compensate local fisherpeople for their plastic debris hauls while providing a new way of generating income. Through these connections, Corona hoped to make the compensation for ocean plastic an ongoing global practice long after the tournament. In addition, Corona hosted workshops for local fisherpeople on environmental initiatives and best practices. These important discussions focused on how everyone has a role in diverting oceanic waste from our waterways. Each event was replicable, scalable, and deemed successful in markets around the world.
Overview
The Results – What We Achieved
Corona’s Global Plastic Fishing Tournament demonstrated how communities can come together to help the environment and support the areas economically. As a result, hundreds of fisherpeople from all over the world have drawn an estimated 20 tons of plastic from the ocean. This effort was a step forward in making oceans cleaner. The campaign also garnered: 2.2B media impressions and 90% positive sentiment in earned media coverage. Results were measured through key message pull through, brand mention and sentiment.
20 Tons
of plastic from the ocean
90%
Postive Sentiment
2.2M
Media Mentions
Overview
The Results – What We Achieved
Awards & Creds
