Corona launches Plastic Collecting Billboard
Labatt Breweries of Canada is conducting an out-of-home campaign for its Corona beer brand called the “Plastic Collecting Billboard.” The initiative consists of a floating billboard that will collect plastic waste from the St. Lawrence River in Boucherville, QC until Oct. 19. According to the company, the campaign is intended to raise awareness of the issue of river pollution and its eventual arrival in the oceans.
The initiative also includes an online resource called the Corona Plastic Challenge which provides advice to consumers on ways in which they can minimize their plastic use, as well as a calculator which can estimate the number of kilograms of plastic the user produces per year. The campaign is being conducted in association with conservation organization Ocean Wise.
“Since one-fifth of the world's freshwater resources are located in Canada, the goal of the ‘Plastic Collecting Billboard’ is to act as a symbol to raise awareness of the pollution rivers endure and to reinforce Corona's commitment to helping remove waste from our shorelines and waterways,” said Mike Bascom, senior marketing director at Corona Canada. “As a brand that was born at the beach, Corona is invested in helping to protect Canada's natural environment, which is why we continue to launch initiatives to help educate and encourage Canadians to take action to reduce their plastic pollution.”