Turning your product around so that branding doesn't show up on store shelves typically would be anathema to a marketer, but Corona is doing just that in a new campaign in Argentina.

The brand is highlighting its natural ingredients by reversing its bottles in stores, and consumers who buy online will also see the backside ingredients label displayed. To explain why it's done that there's also an outdoor campaign by agency DraftLine, showing the reversed bottle with the tagline "100% natural ingredients."

It's part of a wider sustainability push by the brand, which wants to promote its connection with nature as a brand "born at the beach." In March, it debuted an environmentally-friendly six pack holder made from barley straw, and it has also been running TV ads about protecting beaches. For World Oceans Day, it commissioned the U.K.’s first "100% natural bar" in Cornwall, England in a campaign via David.