AB InBev - Corona Sustainability
Threefold created a sustainability campaign with AB InBev to promote Corona, a sustainable brand: from its partnership with Coral Vita who are working to restore the coral reefs, its 100% natural ingredients and its fight against plastics, Corona is doing its part to give back to the planet. For this campaign the message was that Corona brand is committed to a 100% net zero plastic footprint.
AB InBev, Corona Sustainability - 100% Net Plastic Free
Problem.
77% of UK consumers don’t understand what brands mean when they talk about sustainability. Threefold facilitated Co-op’s mission to be on-hand to help shoppers navigate these claims. In FY24, Threefold created a campaign for Co-op to help shoppers to understand what being a “sustainable” brand really means in practice.
Solution.
AB InBev and Co-op have been working together on campaigns that go above and beyond a typical annual calendar of branded activity for over 3 years now. Each year Threefold, part of SMG within the Next 15 Group, has become more and more integrated in the ideation and development stage of these campaigns, allowing them to execute some of the most salient and impactful campaigns in the trade with Co-Op.
Results.
Threefold advised Co-op on how it can help its shoppers live more sustainably by identifying the main barrier to sustainable shopping, gathering shopper insight and utilising Co-op’s competitive advantage to maximise the impact of the campaign.
The level of activation that Threefold unlocked with Co-op was Best In Class; incorporating messaging, visuals and planned touchpoints, impressions and uplift metrics well above category benchmarks. The campaign received 48 million impressions (versus the average, reported by BBB, of 33 million) and an average uplift of 27% across the featured SKU.