BRAND CAMPAIGNS

Corona beer brand’s Plastic Fishing campaign goes international

By our News Team | 2022

Brand campaign to reduce plastic pollution in Mexico’s coastal waters is now being extended to countries around the world.

Last year, international beer brand Corona piloted its first Plastic Fishing Tournament brand campaign, in which it paid Mexican fishermen to go to sea to retrieve plastic waste. Now the campaign has gone global and added China, Brazil and Israel to the list.

The latter three nations debuted their campaign in mid-March to coincide with Global Recycling Day. Similar activations are planned in future in South Africa and Colombia, among others.

For 2022 Global Recycling Day, more than 150 community members participated in the collections, spending many hours collectively fishing for plastic. According to Corona, the initiative not only has helped to clean up the oceans, but financially supported fishermen whose livelihoods have been hit by overfishing and pollution.

Brand Campaigns

Photo courtesy of Corona

Making creative use of salvaged plastic

“Corona recycled five tons of plastic debris from waters worldwide as a result. Along with recycling the waste, it’s also making creative use of the plastic in this next stage of the project,” the industry publication Ad Age reported.

“In Mexico, the plastics collected will be transformed into tools for fisherpeople and benches for public spaces. In China, they will be designed into beachwear merchandise such as bags and t-shirts. In Israel, plastic waste will be turned into community sculptures, and in Brazil, it will be reused in a variety of ways, from pet bottles to furniture and pallets for transportation.”

Noted Felipe Ambra, Global Vice President for the beer brand: “At Corona, our environmental commitment is rooted in preserving and protecting our oceans and beaches. We feel it is our responsibility to protect paradise for generations to come, and we want to lead the way and inspire others to do the same.”

The launch of the campaign last year followed Corona’s claim that it is the first in the beverage industry to become ‘net-zero plastic’ – announcing that it is now recovering more plastic from the environment than it generates.

Watch a video of the campaign here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.