Corona, the beer brand synonymous with beachside culture and nature, today announced a groundbreaking solution to a common dilemma shared by millions of Corona drinkers worldwide: an ill-fitting lime wedge. Launched on International Lime Day, the brand’s new “Lime Guides” introduces the first-ever lime designed to be perfectly sliced for a Corona, every time.The global campaign tackles a universal tension point for Corona drinkers across the globe – the struggle at times to push a lime slice into a Corona bottle to complete the brand’s iconic lime ritual. Using advanced, food-safe laser technology, Corona has lightly etched cutting guides onto the skin of real limes. These subtle markings – dubbed “fruit tattoos” – create precise visual lines for slicing a wedge that fits perfectly into any Corona bottle or can.
More than 25,000 “Lime Guides” will be available in over 30 retailer locations across three continents, with consumers also able to order them through local delivery apps in participating markets. “Lime Guides” are available in a range of sizes, ensuring consumers can complete the lime ritual in whatever format they choose – from cans to big bottles – giving consumers of a legal drinking age more ways to enjoy a Corona anytime, anywhere.
“Corona has always been about celebrating the simple moments inspired by nature. From our natural ingredients to the fresh lime that finishes every bottle, the ritual is part of the timeless brand experience,” said Clarissa Pantoja, Global VP of Corona. “With Lime Guides, we’re making that ritual easier than ever, so people can focus on what really matters – being present with friends and enjoying the moment with a beer in hand.”
Developed by Grey Global, the global campaign will be supported by a multi-channel rollout strategy, including a series of digital films and key visuals deployed across trade, digital and social channels.
“Everyone loves having a Corona with a lime, until you’re struggling to push the slice into the bottle,” said Alvaro Soto, Grey Global group creative director. “We loved the idea of solving that tiny challenge in the most Corona way possible: with the help of nature, letting the lime itself show you exactly where to cut. This simple solution transforms the lime ritual into a smooth and effortless experience.”
Consumers can learn more and check availability in their city at corona.com/limeguides.
