What's Happening?
Imperial, Costa Rica's iconic beer brand, launched the 'Back Home' campaign to address sustainability challenges and restore the country's beaches. The campaign involved creating a system to return confiscated
seashells to their original beaches, sparking global environmental dialogue. The initiative combined marine biology, environmental law, and public awareness, resulting in the return of thousands of seashells to the ocean. The campaign's documentary generated over 5 billion earned impressions and coverage in 75+ countries, enhancing Imperial's brand recognition and sustainability perception.
Why It's Important?
The 'Back Home' campaign highlights the importance of creative solutions in addressing environmental challenges and enhancing brand sustainability. By reconnecting with Costa Rica's natural heritage, Imperial strengthened its position as a leader in sustainability and environmental restoration. The campaign's success demonstrates the power of combining scientific innovation with creative marketing to achieve tangible environmental impact. It also sets a precedent for other brands to engage in purpose-driven initiatives that resonate with consumers and contribute to global sustainability efforts.
