Corona = Beach. They’ve been pretty relentless about this for the past decade and unwaveringly hammer home this positioning. Being consistent is a great thing, but keeping it fresh and relevant is a tricky thing. Which makes me love their latest move even more. Corona have started a ‘save the beach’ campaign – which aims to recover one European beach each year from pollution and general ‘too -many-human’ type-problems.
It’s a nice initiative - and clearly fits with their beachy ways; but the way they decided to tell the world about it is very impresive. They collected loads of garbage from beaches in Italy and then built a hotel out of the garbage and plonked it next to Castel Sant’Angelo in Rome. Brilliant. The hotel could sleep 10 people and was comprised of 12 tonnes of garbage. There’s a lot to learn from this; first – coming up with a CSR initiative that actually fits with and amplifies your positioning will always be more meaningful to your target. And second, finding a way to make your target really notice and really care (rather than it feel like your brand is merely paying lip-service to CSR initiatives) will give you much more traction. So hats off to you Corona, we all love the beach.