What's Happening?
Imperial, Costa Rica's iconic beer brand, launched the 'Back Home' campaign to address sustainability perception challenges. The campaign created a system to return confiscated seashells to their original
beaches, sparking global environmental dialogue. Despite being the world's first water-positive beer, Imperial faced competition from global brands like Corona. The campaign involved building a dataset of Costa Rican seashells and using AI to identify their origin, allowing legal returns. The initiative led to a new legal protocol and was presented at the 2025 UN Ocean Conference.
Why It's Important?
Imperial's campaign highlights the importance of innovative solutions in addressing environmental challenges. By creating a system to return seashells, Imperial not only improved its sustainability perception but also contributed to environmental restoration. The campaign's success demonstrates the potential for brands to leverage data and technology for impactful environmental initiatives. As sustainability becomes a key factor in consumer choices, brands like Imperial can enhance their market position by aligning with environmental values. The campaign's global recognition underscores the significance of local actions in driving international change.
What's Next?
Imperial's success with the 'Back Home' campaign may lead to further sustainability initiatives and collaborations. The brand's focus on environmental restoration could inspire other companies to adopt similar strategies. As the campaign gains international attention, Imperial may explore opportunities to expand its sustainability efforts beyond Costa Rica. The new legal protocol for seashell returns could set a precedent for other countries, influencing global environmental policies and practices.
