Cannes Lions

Corona Returnable - Sustainable Goals

FABRICA NACIONAL DE CERVEZAS, Montevideo / CORONA / 2023

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Overview

Background

Corona has always been connected with nature, empowering its safety, and looking about a perfect paradise. Our main issue was the bottle, which it wasnt returnable. The aim was to make it returnable, encouraging point of sales to receive the empty bottles and educating our consumers about it, in order to create a nwe habit of consumption. Apart from that, our objective was to keep brands credentials and sales. returnable. The aim was to make it returnable, encouraging point of sales to receive the empty bottles and educating our consumers about it.

Idea

The sustainable journey is not simple, our main objective was to make it easy to the consumers. We gave our bottles something else beside beer, a prince for its emptiness

Strategy

Educating beer consumers that they can now return their Corona packaging. To achieve this, return points have been deployed throughout the country near their homes, everyday

Execution

The exectution is focused on changing the supply chain. The Corona bottle is now returable; which means that the consumer are able to return it on every point of sale of the country, empowering a circular economy and taking care of the environment. Once the bottles are received by the point of sales, we are responsible of the return of the bottle that is then going to be export as a raw material. The project was implemented on September 2022 firstly on one department of the country and then on the entire country. The scalability was and achievement due to the experiencie on the first steps of the project implementation.

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