Corona, SAB’s super-premium global brand, is redefining outdoor advertising with the launch of ‘Corona Botanic Spots’—a campaign that replaces traditional static billboards with living, air-purifying plant installations.
Designed in the shape of Corona’s iconic flint bottle, these installations—located in Johannesburg, Pretoria, Durban, and Cape Town—are each composed of over 1,000 plants, actively removing carbon dioxide and releasing oxygen to purify the air we breathe every day. More than just a striking visual, the initiative contributes to fresher air, reinforcing Corona’s belief that the best experiences happen outdoors, in nature.
The ‘Corona Botanic Spots’ initiative is inspired by Corona’s ‘Made With Natural Ingredients’ platform, which highlights Corona’s connection to nature, its iconic bottle silhouette, and its signature lime ritual.
Synonymous with the outdoors, the ‘Made With Natural Ingredients’ platform celebrates the natural world’s power to refresh and reconnect people with the best version of themselves – found in nature. Brewed using four natural ingredients – barley, water, maize, and hops – Corona invites us to disconnect from routine and enjoy the simple pleasures and moments of feeling alive outside.
"We want to inspire more people to step away from the confines of everyday life and reconnect with nature—where they can discover the best version of themselves. Through our 'Made With Natural Ingredients' platform, we wanted to go beyond conventional advertising and create something that not only embodies our values but also makes a meaningful contribution to the environment," said Melanie Nicholson, Head of Brand: Corona South Africa.
The ‘Corona Botanic Spots’ also demonstrate how brands can rethink their approach to marketing—creating experiences that don’t just communicate a message but actively contribute to the world around them. This installation aligns with growing consumer expectations, as highlighted by a Mastercard-commissioned study, which found that:
- 76% of South Africans believe it’s more important than ever for companies to act sustainably.
- 45% value brands that operate responsibly, transparently, and honestly.
- 98% of adults in South Africa are willing to take personal action against environmental issues, with 81% becoming more mindful of their impact since COVID-19.
Throughout the year, the ‘Made With Natural Ingredients’ will roll out across video, social media, digital out-of-home (DOOH), and immersive sampling experiences at select locations. Additional experiential moments will follow later this year.
The launch comes after a landmark year for Corona, in which it was named the World’s Most Valuable Beer Brand by Kantar BrandZ.