Natural Is To Return It
client
AB INBEV
campaigN
Natural Is To Return It
BRAND
CORONA
services
Creative Concept
Creative Development
Integrated Campaign
Brand Strategy
Production
Brand Experience
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Challenge
In Corona, we talk about protecting our paradises, but without being careful enough, leading to a brand action that did the opposite, resulting in destruction. This triggered the worst crisis for the brand in Uruguay. To resolve it, rather than creating a discourse, we demonstrated our commitment to such a significant change that no one would doubt it. El Retorno is the returnability campaign of Corona.
We challenged ourselves to be the first country in the world where Corona is returnable. To achieve this, we had to change our production process, involve all our stakeholders, and create various brand activations where returning was at the center. Instead of communicating it from the brand, we had a local hero do it for us. We created a documentary telling the story of Willy Barreiro, a Uruguayan surfer from the first generation who, no matter where he lives in the world, always returns to his paradise.
Solution
First, we needed to do something very relevant and then communicate it. That's why the strategy was to create the world's first returnability program for Corona. To achieve this, we had to return to the core of our product, modifying many aspects of our process so that the new bottle would be 100% returnable, going out and returning to the new production line, fulfilling the circular economy.
We trained over 20,000 stakeholders across the country to transform their locations into return points. When it came time to communicate this, we did it in a very special way, telling the story of a local hero, and through him, we invited people to be part of the change.
Return points across the country
Historic brand power
Brand love
