Grey: Corona’s Sun Reserve

Brazil, a nation deeply connected to its coastlines, faces a growing challenge: the diminishing access to natural sunlight on its public beaches. With over half of the population residing on the coast and this number rapidly increasing, unchecked urban development and expansion of waterfront areas are casting ever-larger shadows.

This isn't just about losing a pleasant tanning spot; it's about the potential obstruction of a fundamental element of beach life and a core part of Brazilian culture. The traditional "beach umbrella" is no longer the only source of shade, as towering structures threaten to block the sun from reaching the sand, impacting the daily lives and enjoyment of millions.

In partnership with Grey, Corona, a brand intrinsically linked to the sun and beach, conceived a groundbreaking initiative: the "Sun Reserve." Instead of merely campaigning against development, Corona took a proactive, tangible step. For its 100th birthday in 2025, the brand leased prime beachfront land at Piedade Beach in Pernambuco, Brazil.

The innovative aspect lies in the purpose of this lease: to legally cap building heights on the land, thereby preventing future construction from obstructing sunlight and ensuring the sun continues to reach the sand. This unprecedented concept transforms real estate into a tool for environmental and social preservation, setting a powerful example and inspiring broader action. The aim is to expand this model to other markets, including South Africa.

The Corona Sun Reserve initiative is more than a marketing campaign; it's a creative act of preservation that sparks dialogue and raises awareness. By physically securing access to sunlight, Corona is not only living its brand values but also providing a tangible solution to a growing urban problem.