Corona has launched ‘Corona Botanic Spots’ — a campaign that replaces traditional static billboards with living, air-purifying plant installations. Designed in the shape of Corona’s flint bottle, these installations — located in Johannesburg, Pretoria, Durban and Cape Town — are each composed of over 1 000 plants.
More than just a striking visual, the initiative contributes to fresher air, reinforcing Corona’s belief that the best experiences happen outdoors, in nature, Corona says.
The ‘Corona Botanic Spots’ initiative is inspired by Corona’s ‘Made With Natural Ingredients’ platform, which highlights Corona’s connection to nature, its bottle silhouette and its signature lime ritual, the brand adds.
The ‘Made With Natural Ingredients’ platform celebrates the natural world’s power to refresh and reconnect people with the best version of themselves — found in nature, Corona says.
“We want to inspire more people to step away from the confines of everyday life and reconnect with nature — where they can discover the best version of themselves. Through our ‘Made With Natural Ingredients’ platform, we wanted to go beyond conventional advertising and create something that not only embodies our values but also makes a meaningful contribution to the environment,” says Melanie Nicholson, Head of Brand for Corona South Africa.
The ‘Corona Botanic Spots’ also demonstrate how brands can rethink their approach to marketing — creating experiences that don’t just communicate a message but actively contribute to the world around them. This installation aligns with growing consumer expectations, as highlighted by a Mastercard-commissioned study, which found that:
- 76% of South Africans believe it’s more important than ever for companies to act sustainably
- 45% value brands that operate responsibly, transparently and honestly, and
- 98% of adults in South Africa are willing to take personal action against environmental issues, with 81% becoming more mindful of their impact since COVID-19.
Throughout the year, ‘Made With Natural Ingredients’ will roll out across video, social media, digital Out-of-Home (DOOH) and immersive sampling experiences at select locations. Additional experiential moments will follow later this year, Corona concludes.
For more information, visit www.coronaafrica.com. You can also follow Corona on Facebook, X, or on Instagram.
*Image courtesy of contributor
