Anheuser-Busch InBev is taking the issue of marine plastic pollution to the global stage outside the U.S. by hijacking iconic symbols of paradise for World Oceans Day.
Roughly eight million metric tons of plastic waste are dumped into the ocean each year. To raise awareness of this fact, the brand is inserting plastic into other places it doesn’t belong.
Corona is starting by twisting its own campaign tagline and imagery to show the unfortunate fate of paradise plagued by plastic pollution. Additionally, Corona and Parley are unveiling a limited-edition Hawaiian shirt design that incorporates plastic pollution imagery into the pattern.
Last month, the partnership changed the name of the “Corona Bali Pro” World Surf League event to “Corona Bali Pro-tected” to make the point that even the most remote and aspirational paradises around the world are suffering.