Corona reaches net-zero plastic, launches plastic pollution augmented reality tool

15 Jun 2021 --- Corona beer brand is launching an augmented reality (AR) tool to show consumers their annual plastic consumption, as it celebrates achieving a net-zero plastic footprint.

The AR tool, called Plastic Reality, offers consumers tips on how to reduce their plastic footprint, visualized via colorful virtual plastic pieces that splash across the user’s physical world “like seawater washing ashore.”

“Seeing an entire year’s plastic in your living room is truly eye-opening, and we hope it inspires people to reduce their personal use of plastic and its impact on the environment,” says Felipe Ambra, Corona’s vice president of global marketing. 

AR is becoming an increasingly popular tool to connect consumers with alcoholic beverage brands, as recently evidenced by Third Aurora’s Beerscans platform.

According to Innova Market Insights, 46 percent of global consumers are either somewhat or very interested in engaging with AR packaging technologies. Interest was highest in Brazil (36%), followed by China (33%) and Mexico (30%).

External validation of net-zero plastic footprint
Corona’s net-zero plastic milestone and its global operations were assessed externally against the 3RI Corporate Plastic Stewardship Guidelines by South Pole, a leading provider of climate solutions. 

The evaluation measured the use of Corona’s remaining plastic in all of the brand’s products and logistics distribution processes. It also followed Verra’s Plastic Waste Reduction Standard to calculate the impact of Corona’s mitigation activities, including a significant investment in México Recicla, a recycling facility in Mexico. 

“Corona is setting the bar very high for the industry,” says Irene Hofmeijer, lead consultant of plastics management in South Pole. “Its investment in Mexico Recicla goes far beyond what is required to address its footprint of current plastic lost in nature.”

A study this week found plastic bottles are one of the four most pervasive macro-litter items polluting global aquatic environments.

Hinting at joint consumer-producer plastic pollution responsibility, Ambra affirms Corona “can’t tackle [aquatic] plastic pollution alone.”Scrapping plastic from bottles
Corona is one of several beverage brands under the AB InBev company umbrella. AB InBev also owns Budweiser, Stella Artois, Beck’s and Leffe.

By 2025, AB InBev aims to make its entire packaging portfolio returnable or made from a majority recycled content. The company is currently starting at a 46 percent baseline.

Hofmeijer from South Pole adds Corona’s “ongoing product redesign efforts” will phase out plastic it doesn’t need. Some of Corona’s initiatives in six-pack wrapping specifically range from screwable, stackable cans to barley-based upcycled materials and plant-based biodegradable fibers.

AB InBev also introduced Budweiser to Graphic Packaging International’s KeelClip technology, a paper fastener that replaces plastic rings, tops and shrink wraps. KeelClip has also become popular with Coca-Cola and Grolsch.

The company recently unveiled what it claims to be the world’s lightest longneck glass beer bottle for commercial production.

By Anni Schleicher