The lime ritual is essential to enjoy a Corona beer, it is a crucial factor to build uniqueness, but the execution have 59% average compliance in observable markets.

The task was to increase the association and consumption of Corona with Lime in a way authentic as our brand.

We had a 40.000 US dollars budget to make a pilot idea in Paraguay local market. If it works, the brand will considerate to make it scale to other markets.

To reinforce the message, we used the most important point of contact: we added a laser-engraved lime icon on the neck of our bottle, right where the real lime should go. It was a perfect reminder for the moment to enjoy a Corona.

The brand reinforce lime ritual at on trade purchase, but in Paraguay nearly 80% of beer market is off trade purchase.

After several campaigns of lime ritual, we founded the bottle as the best spot to make a reminder because people tend to forget about the ritual more than reject it.

We made the laser-engraved intervention at 420.000 Corona long neck bottles with a special edition six-pack.

The lime engraving icon was made according to Corona recommendation of cutting half a lime in 4 pieces with a hand made illustration style.

The illustration style was also the art direction to deliver the message “Always with a lime” beyond the bottle, making the lime the star of a 4 months campaign with OOH, social media, programmatic, YouTube and merchandising executions.

Special edition bottles sold out

Social media buzz grow +216%

"Corona is always taken with a lime" had 64% of women agreement

"It is more refreshing than others" grew 209%

"It is good for relaxation moments" grew 237%

"It is a quality brand" grew 176%

Positive sentiment grew 80%