Corona - Corona Extra Lime
Corona wanted David, Bogotá to address severe COVID-19 disruptions to lime imports in China. The brand needed a solution to secure limes for its iconic ritual, while also creating a meaningful impact. The challenge was to maintain brand relevance and support local communities, boosting farmer income and generating positive brand sentiment among Chinese consumers.
Creative Idea
Corona trained Chinese farmers to grow limes, protecting its iconic beer ritual and supporting local incomes.
Corona helped local Chinese lime farmers in Sichuan Province by training them to grow limes during COVID-19 import disruptions, then sold and donated profits from these limes, boosting farmers' incomes while reinforcing their brand's iconic lime-with-beer ritual.
Creative Strategy Deconstructed
Company
Corona possesses a globally recognized brand ritual—the lime wedge—that is inseparable from its product experience. This gave the brand the credibility to intervene directly in the lime supply chain and act as a bridge between local farmers and the retail market.
Category
The beer category typically treats garnishes as passive commodities or marketing visuals rather than essential product components. Sustainability efforts in this space often focus on internal logistics rather than actively rebuilding local agricultural ecosystems to solve consumer-facing shortages.
Customer
Consumers in China wanted to maintain their established lifestyle rituals despite pandemic-driven import disruptions. Simultaneously, there was a deep-seated desire to support local rural communities that were struggling economically due to the global trade standstill.
Culture
The 'Common Prosperity' initiative and a push for rural revitalization in China created a fertile environment for corporate-led social impact. Brands that moved beyond charity to create sustainable, long-term economic systems resonated with a public focused on local recovery.
Company
Corona possesses a globally recognized brand ritual—the lime wedge—that is inseparable from its product experience. This gave the brand the credibility to intervene directly in the lime supply chain and act as a bridge between local farmers and the retail market.
Category
The beer category typically treats garnishes as passive commodities or marketing visuals rather than essential product components. Sustainability efforts in this space often focus on internal logistics rather than actively rebuilding local agricultural ecosystems to solve consumer-facing shortages.
Strategy:
Secure the brand's signature ritual by transforming a supply chain crisis into a local rural development engine.
Customer
Consumers in China wanted to maintain their established lifestyle rituals despite pandemic-driven import disruptions. Simultaneously, there was a deep-seated desire to support local rural communities that were struggling economically due to the global trade standstill.
Culture
The 'Common Prosperity' initiative and a push for rural revitalization in China created a fertile environment for corporate-led social impact. Brands that moved beyond charity to create sustainable, long-term economic systems resonated with a public focused on local recovery.
Strategy:
Secure the brand's signature ritual by transforming a supply chain crisis into a local rural development engine.
Strategy Technique
Turn Brand Values Into Action
Corona transformed a supply chain crisis into an opportunity to demonstrate its values. By training and supporting local farmers, the brand proved its commitment to community impact.
Explore Technique
Creative Technique
Take a Real Stand
Corona actively addressed lime import disruptions by training local farmers. This involved real resources and action to support communities and secure its iconic ritual.
Explore Technique
