What's Happening?
Imperial, Costa Rica's iconic beer brand, launched the 'Back Home' campaign to address environmental sustainability by returning confiscated seashells to their original beaches. The initiative aimed to restore Costa Rica's beaches, which had lost their seashells due
to human extraction. The campaign involved creating a scientific classification system to identify the origin of seized seashells, allowing them to be legally returned to their natural habitats. This effort was supported by a collaboration with the University of Costa Rica, which helped build a dataset of seashell images to train an AI model for classification. The campaign's success was marked by the return of 36,000 seashells to their rightful coasts, setting a new precedent for customs protocols and environmental restoration. The initiative also included an 8-minute documentary that generated over 5 billion earned impressions globally, enhancing Imperial's brand recognition and sustainability perception.
Why It's Important?
The 'Back Home' campaign is significant as it addresses both environmental restoration and brand sustainability. By returning seashells to their natural habitats, Imperial not only restored a critical aspect of Costa Rica's biodiversity but also strengthened its position as a leader in sustainability. The campaign's success in generating global dialogue and media coverage highlights the potential for brands to influence environmental policy and public awareness. Additionally, the initiative improved Imperial's brand metrics, particularly among younger audiences, and positioned it as the most sustainable brand in Costa Rica. This case demonstrates how creative solutions can bridge gaps in environmental enforcement and inspire broader institutional change.
