Why Corona is reversing its bottles on store shelves

Beer brand continues to highlight its natural credentials in Argentina initiative

Published On
Jul 01, 2021

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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. 

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Jul 01, 2021
Client :
Agency :
Managing Director :
Guido Lofiego
Diego Gueler Montero
Strategy Director :
Pepe Sayus
Agustina Vadori
Creative Director :
Christian Leal-Saint Jean
Creative Director :
Sebastián Higueret
Associated Creative Director :
Andrés Morales Vega
Associated Creative Director :
Lucas Fernández
Strategist :
Nico Prosen
Project Manager :
Magu Saint Germain
Project Manager :
Emilia Marcó
Project Manager :
Milagros Conde
Agency Producer :
Carolina Cantini
Agency Producer :
Martin Marzorati
Agency Producer :
Amelia Orden
Community Manager :
Crysthyam Becerra
Advertisers Supervisor :
Paula Marconi
Advertisers Supervisor :
Juan Giovaneli
Advertisers Supervisor :
Cata Dalton
Advertisers Supervisor :
Dana Schrock
Advertisers Supervisor :
Sol Bisi
Advertisers Supervisor :
Tomás Fernández

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