Executive Appointments
Hein Schumacher is a former Heinz executive and currently CEO of a Dutch-based global dairy and nutrition business. He takes over in July.
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.
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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