Corona Beer plans its grandest marketing activity ever: Opens a private branded island

• There’s now a Corona Island that aims to provide consumers with a safe space to reconnect with the natural world.
• Slated to open in late Spring 2022 in the heart of the Caribbean Sea by Mexico-based brand Corona, the Island will be centered around sustainability and is vying to be Blue Verified soon.

Imagine this: You are in the middle of a Caribbean beach, surrounded by not more than 50 people who are fully vaccinated, you are sipping on chilled beer straight from a can as you watch gentle waves lapping the shores, warm tropical breezes soothe your body and you can also smell the salty sea. Alas, not many of us have been able to experience this after the year 2020’s pandemic and the ensuing lockdown brought a screeching halt to our normal activities and travel plans.

After the outbreak of coronavirus, a vast majority of people across the world have spent their time indoors and are yearning for experiences that can break their daily monotony and help them feel a sense of normalcy again. There is a lot of pent-up travel demand but people are still anxious about vacationing with large crowds. So, as experiential marketing makes a comeback, Corona beer is giving a unique opportunity to its consumers to disconnect from the everyday hustle and reconnect with the natural world. On November 30, Corona announced that it will soon be unveiling a private branded island experience. The concept also combines Corona's key advertising messages: relaxation at the beach and sustainability.

Situated in the middle of the Caribbean, Corona Island is now waiting to become "Blue Verified" by Oceanic Global as part of the international NGO's rigorous Blue Standard program. According to its news release, the verification and assessment measures will include: single-use plastic elimination and implementation of responsible waste management infrastructure. The assessment is currently underway and Corona Island is likely to be Blue Verified Island by spring of next year.

With this on-ground marketing activity, Corona aims to establish itself as a brand that is made of 100% natural products such as water, barley, maize or rice and hops.

Citizens of Argentina, Brazil, Canada, Chile, Colombia, Dominican Republic, Ecuador, Guatemala, Paraguay, Peru and South Africa have an opportunity to win an all-expenses-paid trip to Corona Island in 2022. Each country will have its own enter-to-win mechanism whether it's earning miles through product purchases, collecting stamps or finding a golden ticket.

"Corona Island is unlike anything we've ever done before. As a brand that's so deeply connected with nature, we wanted to pay respect to and celebrate the natural environment that supplies our 100% natural ingredients," said Felipe Ambra, Global Vice President for Corona.

In a press statement, Ambra said, "Now more than ever, people have a need to safely reconnect with the outdoors. We're inviting people from around the world to come together and combine education with responsible tourism. Our hope is that when guests return home, they'll have fallen in love with nature again, and will be re-energized to be better global citizens in their communities. When people are in love with someone or something, they always do their best to protect it - that's our objective with Corona Island."