As experiential campaigns go, this one from Corona may take some topping. The beer brand has announced the launch of Corona Island, which it describes as “a unique destination for visitors to disconnect from the everyday and reconnect with the natural world”.
Due to open in late Spring 2022 in the heart of the Caribbean Sea, Corona Island aims to celebrate the drink’s 100 per cent natural ingredients. It will be focused on sustainability and is striving to become "Blue Verified" by Oceanic Global as part of the international NGO's rigorous Blue Standard program. The verification and assessment addresses measures including single-use plastic elimination and the implementation of responsible waste management infrastructure. The assessment is currently underway with Corona Island set to become the first fully Blue Verified Island by its launch next spring.
So what’s the point of the island? Well if you live in Argentina, Brazil, Canada, Chile, Colombia, Dominican Republic, Ecuador, Guatemala, Paraguay, Peru or South Africa, you’ll have the opportunity to win an all-expenses paid trip to stay there. Each country will have its own enter-to-win mechanism, from earning miles through product purchases, to collecting stamps or finding a golden ticket.
This Giving Tuesday, a global auction hosted by CharityBuzz will offer one winner and nine guests an exclusive private island experience. The Grand Prize includes an all-expenses paid week-long stay on Corona Island in 2022. Auction proceeds will benefit Oceanic Global and will be open to non-US residents only.
"Corona Island is unlike anything we've ever done before,” said Corona Global Vice President, Felipe Ambra. “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 per cent natural ingredients. Now more than ever, people have a need to safely reconnect with the outdoors. We're inviting people from around the world to come together and combine education with responsible tourism. 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 – that's our objective with Corona Island."
Once on the island, guests will have the opportunity to disconnect from daily stressors and anchor their all-inclusive week-long stay with immersive educational touchpoints that focus on conscious consumption and sustainable living. Sample activities may include workshops on plastic-free living to guided meditations set to natural island sounds, followed by a visit to an on-site farm that supplies the island's locally-sourced ingredients. Guests will also be able to relax in harmony with nature through eco-conscious design and culinary programming inspired by the location's organic surroundings. The island features relaxing beach fronts, lush botanical enclaves and crystalline blue waters for visitors to enjoy. The number of guests will be strictly limited as part of Corona's efforts to ensure the island operates with a minimal environmental footprint.
If the initiative seems a little left-filed, Corona does have a some good sustainability credentials, having worked with over 68,000 volunteers to complete over 1,400 clean-ups, cleaning over 44 million square metres of beach in the process. The company has exceeded its 2017 commitment to protect 100 islands by 2020 and has protected nearly 250 islands to date. Earlier this year, the brand marked a significant milestone by recovering more plastic than it releases: a net-zero plastic footprint worldwide. In 2021, Corona announced a pilot in Colombia of six-packs featuring surplus barley straw as an alternative to plastic packaging and continues to focus on product design to reduce plastic from its supply chain.