corona - Protect our beaches
Scroll for the case study, or click HERE to download the RFP.
overview
Corona has a beach cleanup-focused PR campaign for 2024. While focusing on the fun of their products, they want to encourage beach-going customers to keep their perfect party beach clean, while consuming their products.
The RFP.
Corona was launching a campaign to clean up beaches and oceans to demonstrate its commitment to sustainability and environmental responsibility. They were seeking to lead by example by organizing beach clean-up events and promoting eco-friendly packaging. As part of the initiative, the Corona wanted encourage young people to enjoy responsible beach parties by providing reusable cups and collaborating with local environmental organizations to raise awareness about the importance of keeping our beaches clean. This approach aligns with the brand's values and speaks directly to the younger demographic's desire for environmentally-conscious and socially-responsible products and experiences.
The ask that we were given was the following:
1-2 sustainable giveaways that are under $.99 each and under $3.00 respectively
2-3 sustainable apparel and accessories including promotional tee shirts, hoodies, hats and backpacks
2-3 sustainable premium co-branded apparel options
Unique, sustainable display
Visit the RFP document here (skip to page 6 for the Corona stuff)
The concepts.
Design Concept Explanation: Surf Shop
The design concepts were carefully developed with a beachside surf shop aesthetic in mind. Drawing inspiration from the relaxed and timeless atmosphere of vintage surf culture, the intention was to infuse the designs with a sense of nostalgia and authenticity. By incorporating elements such as simple sketched graphics, bright layered colors, and retro , hand-drawn style typography, the aim was to evoke the laid-back, sun-drenched spirit of classic surf shops from days gone by.
Supplementing the Iconic Brand Design of Corona
My goal was to have the brand take center stage but to integrate the old surf shop vibe with Corona's crown logo to create a cohesive and compelling visual narrative.
the Products.
The products I chose for this project were centered around a schedule beach clean up party. I wanted functional and fun merchandise items that wouldn’t be thrown away after the party. This was an important sustainability angle; why make swag for a sustainability effort if said swag is going to become garbage on its own?
A few highlights
Corona flip flops (shown right): They imprint the “Protect Our Beaches” slogan as the wearer walks along the beach.
Cleanup Tote bags: Made by 4Ocean, a partner that removes a pound of ocean garbage per item sold.
Seed-Paper tags (shown right): All products sold on Corona’s site will be tagged this way. If the tag gets discarded, it is biodegradable and filled with wildflower seeds.
The outcome
In competition with multiple different agencies; constellation selected the line I directed. This particular project resulted in $7 Million in revenue for HALO and the start of a ~$30 Million relationship with Constellation brands and their sub-brands Corona and Modelo.