Corona has built a reputation as the beer to kick back with on the beach and by the ocean, but pollution and climate change increasingly threaten such areas. So the brand has been stepping up efforts to do good for shores and seas. One of its most impressive ideas in this space is the “Plastic Fishing Tournament” from We Believers. The idea kicked off in Mexico, where local fisherpeople’s livelihoods are suffering due to plastic pollution. Such waste and overfishing have depleted ocean life in the region, so Corona challenged anglers to collect garbage instead. 

The initial contest, held last year, saw 80 fisherpeople “catch” more than three tons of plastic garbage, with the winner hauling 815 pounds of waste and winning 14,800 pesos. He wasn’t the only one who scored, however. The campaign also hooked up all the competitors with the country’s largest recycling company, Mexico Recicla, which ended up paying them for their plastic catches at rates higher than they would have received for the fish. The company and anglers are in talks about sustaining their partnership. But that’s not all. Arguably, the best part of the idea is that it lives on—and continues to grow. More tournaments will be held in Mexico, and the campaign is branching out to six more countries around the world this year. 

Also read: Corona's 'Plastic Fishing Tournament' Goes Global