"The lime struggle is over" thanks to Corona's latest campaign

Promotion: global beer brand Corona has redesigned the lime to tackle the issue of an ill-fitting wedge – a problem shared by "millions of Corona drinkers worldwide".

Launched on International Lime Day, 10 March, the brand's campaign – Lime Guides – presents thousands of limes designed to be perfectly sliced for wedging into a Corona beer.

Using food-safe laser technology, Corona has lightly etched cutting guidelines onto the skin of over 25,000 limes.

Named "fruit tattoos", these lines enable consumers to slice a lime wedge that perfectly fits into a Corona can or bottle.

Limes in a market — Corona has lightly etched cutting guidelines onto the skin of over 25,000 limes

The guides come in a range of sizes, ensuring limes can snuggly fit different formats, "giving consumers of a legal drinking age more ways to enjoy a Corona anytime".

According to the brand, the campaign highlights the "universal tension point" for Corona drinkers worldwide – the struggle to push a lime into a bottle, which completes the drink's iconic consumption ritual.

Person holding the Lime Guides — The campaign tackles the issue "shared by millions of Corona drinkers worldwide"

"Everyone loves having a Corona with a lime, until you're struggling to push the slice into the bottle," said Grey Global group creative director, Alvaro Soto.

"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," he continued.

"This simple solution transforms the lime ritual into a smooth and effortless experience."

Corona limes in a market — Corona used food-safe laser technology as part of the campaign

The etched limes are available in over 30 retailer locations across three continents. Consumers are also able to order them through local delivery apps.

The brand explained that the campaign spotlights the benefit of being present with friends and enjoying a beverage.

"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 global vice president of Corona, Clarissa Pantoja.

"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."

Lime Guide graphic — The guides will come in a range of sizes, from lime slices that fit cans to big bottles

Developed by Grey Global, Corona's global campaign is supported by a multi-channel rollout strategy, which includes a series of digital films and visuals.

To learn more about the Corona Lime Guide campaign and to check the limes' availability, visit the brand's website.

Partnership content

This article was written for Corona as part of a partnership. Find out more about our partnership content here.

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