Industry News

Corona and Parley launch new initiative and doco to reduce plastic epidemic

Corona and Parley have launched a national initiative and new documentary aimed at educating and recruiting Australians to help reduce marine plastic pollution across Australia’s iconic beaches.

Filmed by National Geographic, the new documentary Protecting Paradise shows never-before-seen footage of Australia’s marine plastic pollution – where approximately one tonne of plastic debris can be found for every kilometre of coastline.

Focusing on Australia’s Far North Queensland, which is one of the country’s most polluted stretches of coastlines, the documentary shows an in-depth view of the global plastic pollution epidemic hitting the region. It aims to act as a reminder for why Australian must urgently take action to reduce their single-use consumption.

Speaking at the launch event in Sydney, Andy Vance, Corona Australia marketing manager, said the brand had become synonymous with beaches around the world and due to that connection, it has a role to play in protecting them.

“Corona believes you should spend less time indoors on our computers. We want to get people outdoors and especially down to our amazing beaches and oceans,” Vance said.

“Sadly, more and more today those paradises are under increasing threat from this global marine plastic epidemic.

“As brand that is all about the beach and ocean, we are also passionate about protecting them and we think we have a role to play in that financially.”

Corona and Parley partnered in 2017 with a commitment to protect 100 islands by 2020. As part of its 100 Islands Protected initiative, Corona is investigating how the global marine plastic pollution issue is impacting some of our most pristine and remote paradise.

To date, more than three million pounds of plastic waste has been collected through Corona and Parley’s partnership globally and has seen over three hundred clean-ups take place in over 15 countries.

According to Corona’s research, three quarters of Australians (74 per cent) underestimate or have no idea about how much plastic is entering Australia’s ocean. However, findings show that when confronted with the amount of plastic entering our waterways, the majority of Australians (89 per cent) said they will make an effort to reduce their usage of single-use plastic.

To bring greater awareness to the issue and encourage to reduce single-use plastic consumption in their everyday lives, Corona and Parley have also launched a national beach clean-up and educational series, Volunteers for the Ocean.

Volunteers for the Ocean will cover 16 beaches across the whole of Australia and is designed to encourage everyday Australians to take action against plastic pollution on their local beaches and waterways.

In recent years, Corona has centred its brand purpose around protecting the oceans, which has been reflected both in its advertising and new products its developed.

Last year, in the lead up to the World Ocean Day, Corona created a powerful outdoor campaign that showed how paradise is becoming a plastic wasteland, featuring Chris Hemsworth surfing a plastic wave.

Globally, the company has also become the first beer brand to launch 100 per cent plastic-free six pack rings.