But what I really appreciate is that Corona is also very aware that the world's most beautiful beaches are becoming increasingly degraded due to trash and pollution from a growing human population. This reality is a stark contrast to the picturesque beauty they depict in their ads, so they have been running a simultaneous "cause" project and ad campaign to "Save the Beaches" since 2009. Here are two examples of recent, and very artistic, print ads they've run for the cause.
Most alcoholic beverages run campaigns against drunk driving, just like tobacco companies advocate against underage smoking, to keep their noses out of the court houses. Corona does this as well - in an obligatory fashion - to comply with what all alcoholic beverages are doing. Yet they are putting more of their resources into the cleaning, preservation, and protection of the world's most beautiful beaches. Their mission statement says it quite poetically: "Beaches are places for relaxation and fun. Places that provide us with marvelous moments. However, we don't always reciprocate. Corona believes we should thank our beaches for all they’ve given us."
Although I sincerely tip my hat off to their good intentions, I'm less than satisfied with their execution of the effort. Unless viewed close up or in high resolution, it's hard to discern that the images are actually garbage and not just a rocky or pebbly beach. On top of that, the call to action is very weak - especially if you don't already know that Corona has a Save-the-Beach project going on. Simply saying "let's keep beaches as beaches. save the beach." does NOT tell a consumer what he/she should actually DO. They leave with the thought: ok then, HOW do I save the beach??? (especially when the ad makes the situation look so dire, people will wonder if they CAN make a difference.) There's not a mention of the website at all and the Corona regular website doesn't even have a link to the special coronasavethebeach.org website.
So in short, I'm proud of Corona for supporting a cause they didn't have to, but one that they're inspired to based on the fact that beaches have been the cornerstone of their brand image the past 5+ years. It shows that they really embrace and value what differentiates their brand. BUT they're going to be slow to save those beaches with weak call-to-actions that don't guide their consumers on how to help or where to go to find out more information. At least that's my 2 cents.
