What is better than having a fun-filled interaction with nature in a world where a clean environment is mostly neglected! Chemicals and other hazardous elements are a major source of diminishing natural beauty. To combat such negativities, Corona Beer plans to come up with Corona island in the middle of the Caribbean Sea by late spring 2022, as its greatest experiential marketing activity, centered around sustainability. It is a way to reconnect consumers with the beauty of the natural world and a feel of freshness amid the coronavirus pandemic.
Reflecting on Corona’s core beverage products, deeply connected with nature, Felipe Ambra, Global vice president for Corona said, “Corona Island is unlike anything we’ve ever done before. As a brand that’s so deeply connected with nature, we wanted to pay respect to and celebrate the natural environment that supplies our 100% natural ingredients.” With the activity of allowing people to deeply reconnect with the outdoors, Ambra aims to link education with responsible tourism.
It is more of a natural island destination, rather than a party place and will currently be accessed to just certain countries namely, Canada, Peru, Argentina, South Africa, Brazil, Chile, Dominican Republic, Guatemala, Colombia, South Africa, and Ecuador. To enter this island, travelers from these countries will have to take part in an enter-to-win contest, which will include qualifying product purchases to earn miles, collecting stamps, or finding a golden ticket.
In the wake of the coronavirus pandemic, spending lives inside has become the new normal. However, this thought of coming up with a Corona island is a way out to show your best side shine through. With the concept of ‘this is living,’ the brand allows people to live the moments that truly let them stop and think.
Defining the objective of this Corona island, Felipe Ambra said, “Our hope is that when guests return home, they’ll have fallen in love with nature again, and will be re-energized to be better global citizens in their communities. When people are in love with someone or something, they always do their best to protect it.”
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