(Yicai Global) June 8 --In honor of the 15th World Oceans Day, Corona, the iconic global beer brand, has announced a pledge to recycle 279 tons of ocean plastic waste in cooperation with partners, working towards its target of a net-zero plastic footprint in China. As an advocate for beach lifestyles, Corona has been dedicated to protecting and preserving oceans, the guardians of life on Earth.

Plastic Pay: A Creative Approach to Consumer Recycling

To walk the talk, Corona has partnered with HEMA to introduce an innovative consumer activation called Plastic Pay, kicking off on World Oceans Day at HEMA in Shenzhen. This aims to effectively translate public awareness of environmental issues into action by inspiring consumers to recycle their daily plastic waste through a monetization approach.

In the campaign, Corona and HEMA have introduced branded eco-friendly shopping bags. Customers can collect their daily plastic trash in these bags, which are available for free at HEMA stores. Moreover, Corona has launched in-store plastic recycling machines, which allow customers to dispose of their plastic waste while receiving discount coupons for amounts proportional to the waste's weight. The coupons can then be redeemed in the HEMA app and applied at checkout.

"We're excited to be collaborating with Corona on World Oceans Day through this exciting campaign that promotes sustainability," said Li Shen, head of Sustainability, HEMA. “HEMA actively explores diversified approaches to support sustainable lifestyles, collaborating with partners to develop initiatives with positive natural impact, mirroring Corona’s commitment to ocean protection. Together, we aim to inspire more partners to join us in making meaningful contributions to society.”

Ocean Conservation: Corona's Long-Term Mission

Furthermore, Corona has partnered with Tmall and Cainiao Logistics to reduce plastic in transportation by replacing regular vibration-reduction packaging with environmentally-friendly packaging. Corona has also partnered with organizations such as the Narwhal Ocean Research Center (N.O.C.), the BlueRibbon Ocean Conservation Association (BROCA), and Corona Wave to clean beaches on a regular basis in an effort to encourage more partners to join the ocean protection movement.

From shorelines to the depths of the ocean, all of Corona’s efforts underscore its unwavering commitment to protecting the ocean and its strong sense of social responsibility. "As a brand that reflects the fun of the beach lifestyle, Corona has demonstrated a longstanding dedication to the preservation of our oceans," said Junhao Wen, Head of Corona, China. "Corona will remain steadfast in its ambition to reduce and recycle plastic, driven by the brand’s deep connection to the ocean. With a firm belief in the importance of ocean protection and sustainability, Corona will continue to spearhead initiatives and forge partnerships to advocate for these crucial causes.”