Corona is a brand committed to the beaches and oceans, and recognizes the responsibility we have on decreasing plastic waste around the globe. We wanted to find a solution to this, that somehow could alleviate the economic impact of plastic on the brand, as well as helping beer consumers by facilitating the purchase of cans and eliminating the plastic waste that it produces. By 2030, the brand pursues to reduce consumption and production of plastic worldwide, not only Corona, but also other brands. This would not only benefit us as consumers, it would also benefit the planet.

Mexico is one of the countries that consume the most plastic in the world, but the worst of all is that Mexicans have not realized all this. We have the most beautiful beaches, we have a mega-diverse climate, millions of animal species live in our country in jungles, deserts, forests, seas and beaches. In this country, there are still no conclusive regulations against plastic, however, there are volunteers who make cleaning groups to take action against this issue. Corona could not stay behind: we created the Fit Pack to make a real and powerful change, twisting the cans and getting rid of packaging. We need to create the future, not destroy it. These ideas have a huge impact in humanity.

To create Fit Pack, we modified the production line of Corona Extra cans so that they could be stacked one on top of the other. By doing this we will be removing plastic, cardboard, glue and any other waste that could damage the environment from our packaging.

We are also generating new behaviors to boost environmental aid and generating changes in the line of thought to look for new ways to help within the industry. An idea that is not only for Corona, is for everyone, to help the planet.

Our target is mainly focused on adults who are beer consumers on all beaches, but being an idea that seeks to be standardized globally, it is also focused on those who live in cities. The concept seeks to create and impact to reduce the use of plastic throughout the world.

Each year, the beverage industry uses more than 80 billion tons of plastic to package their cans.

Our call to action is simple: the twist in the beer also generates a twist in the way Mexicans think and behave.

At the beginning of 2019, we used influencers and media to test the mechanism before its launching, amplifying the message we wanted to give.

People could try the cans, screwing them and unscrewing them, creating their own packs without the need to use plastic.

With Fit Pack, we eliminate 100% plastic and other waste; this, in the next 10 years, represents a significant reduction in the advance of climate change, we will help less species of animals die and we will avoid the advance of the extinction of others. People think about on how a small change to cans can make a big difference on the planet, encouraging others to keep fighting to clean beaches and reduce the use of plastic in society.