It’s Corona’s 100th birthday this year, and the brand has been spreading awareness about the importance of humans’ connection to nature throughout the world, with various creative ideas from various creative agencies. Gut’s images used the resilience of urban plants to impress sun-starved Japanese. Africa Creative and Black Madre turned fishermen into tour guides through their stories. Leo Peru turned the city’s daily traffic jam into a sunset spectacular. And last year, David Miami turned the sun into the brand’s trademark slice of lime.
Now Grey Brazil is highlighting the brand’s connection to the sun with the world’s first sun reserve to preserve access to the sun in people’s daily lives. More than half of Brazil’s population lives on the country’s coast*, and that number is climbing by the millions. With population growth comes development and expansion of waterfront areas, meaning that beach umbrellas are not the only source of shade in the sand.
Corona chose Brazil’s Piedade Beach in Pernambuco to create the sun reserve. The brand is leasing land facing the beach to cap the building height to prevent the potential obstruction of sunlight, and ensure it reaches the sand. This location will be the first, with more Sun Reserves planned for South Africa, Mexico and more over the next year.
“Corona is a brand that encourages life outside and believes that there is nothing as special as feeling the sun on your skin, your feet in the sand and the sea breeze on your face. We know that many Brazilians share this feeling and we hope that everyone has a place in the sun. We feel this initiative will encourage people to appreciate its presence,” stated Gabriela Gallo, Corona marketing director in Brazil.
“The sun reserve was created based on a concept, which is largely unknown to the public, to safeguard sunlight on beaches. The goal is to set an example, spark discussion, and raise awareness among the population and local communities to preserve sunshine on our beaches for all to enjoy,” added Manir Fadel, CEO & CCO of Grey Brazil.
*Census Overview from the Brazilian Institute of Geography and Statistics (IBGE). 2022.
