Corona Return Rate
Winner
Excellent Brands
Fast Moving Consumer Goods
Credits
Company / Customer
Anheuser-Busch InBev Deutschland GmbH & Co KG
Designer
Anheuser-Busch InBev Deutschland GmbH & Co KG
Details
Despite paying a deposit, many bottles of premium Corona beer are not returned to the shops. In order to increase the return rate for Corona Extra and Corona Cero by at least 20 %, the brand's return rate campaign appeals with a decisive visual change in the motifs: instead of the Corona bottle, only an empty hand and the inscription "We've already returned our bottle. Now it's your turn." can be seen. The brand is thus sending a signal to protect our environment.
The Jury‘s Statement
Corona, the brand that grew up with its premium beers on the beaches of Mexico, has created a solution with the "Corona Return Rate" initiative that not only addresses the environmental challenges of our time, but also strengthens brand loyalty. By taking the bold step of replacing the product itself with an empty hand in its advertising campaigns, Corona directly appeals to the environmental awareness of its consumers. This creative approach clearly stands out from other measures in the fast-moving consumer goods segment and is characterized by high brand integrity and authenticity. Corona is thus sending a strong signal for environmental protection.
