Page 51 - Hispanic Market Guide 2022

Corona Pesca by We Believers “Plastic Fishing Tournament” for Corona We Believers created a corporate social responsibility event for Corona beer to raise awareness of the pollution caused by plastic products being dumped offshore. “When fishermen find more plastic than fish, and the fish they catch are smaller than those they captured a decade ago, that’s a huge problem,” said Gustavo Lauria, co-founder & CCO of We Believers. During the Plastic Fishing Tournament, 80 fishermen competed to make the biggest catch, collectively hauling more than three tons of plastic refuse from the ocean in Mazatlán, Mexico. The fishermen were then connected with the country’s largest recycling company, who compensated them for their hauls at rates higher than those they would be paid for fish. Our main intention, along with that of our client, was to make this a first step toward something much bigger. We would give fishermen the chance to fish for plastic and get paid for it on the day of the event, but also build relationships with recycling companies for an additional stream of source of income and help clean up the ocean. It was truly a win win campaign. Gustavo Lauria, Co-Founder & CCO, We Believers Corona Pesca by We Believers HMC 2022 HISPANIC MARKETING COUNCIL 51