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.
The 1000 Day Wait for the Perfect Squeeze
A 31 Percent Juicier Solution
To solve the pandemic - induced supply chain crisis, Corona didn't just find new suppliers; they engineered a better fruit. Over a 1,000-day development phase, the brand collaborated with agricultural experts to produce a lime with a specific 4.6 pH level. This makes the "Corona Extra Lime" slightly sweeter than standard varieties, specifically tailored to complement the beer's flavor profile. The project resulted in 70% of the harvest being classified as "first-grade," featuring a 31% increase in juice content compared to local competitors.
From Farmers to Film Stars
In a departure from high - budget celebrity endorsements, the campaign featured real farmers from the Sichuan Province as the primary talent. This authentic approach resonated deeply in the Chinese market, where the brand's power grew by 17%. By treating the supply chain as the marketing vehicle, Corona achieved over 1 billion media impressions and an Advertising Value Equivalence (AVE) exceeding $11 million.
The Business of Giving Back
The initiative functioned as a "Creative Business Transformation" rather than a traditional ad spend. Corona established an entirely new brand of fruit, sold in bundle packs with the beer. 100% of the lime profits were donated back to the local growers, leading to a 21% increase in per capita income for the participating farmers. This self-sustaining economic ecosystem ensured that the "Lime Ritual" became a permanent, home - grown fixture in the world's largest beer market, resulting in a 29% surge in beer sales and 2 million limes sold in the first year alone.
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.
Results
All campaign results are presented in stages. Initial results: 1,000,000 Extra Limes to be harvested and supplied exclusively to Corona. Lime farmers' per capita income increased by +14%. The campaign earned 5,405,206 PR value, then grew to 10,744,677 and finally to 11,253,598 PR value. Total impressions reached 943,782,717. The campaign achieved 100% positive and neutral sentiment and increased national brand power by +17%. Ongoing commitment results for 2023 show lime yield increased by +209%, lime cultivation area by +130%, and lime farmers' per capita income by +30%.
943.7M
Total Impressions
+17%
National Brand Power Increase
100%
Positive & Neutral Sentiment
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
Craft Breakdown
This campaign's craft is exceptional in its ingenuity, seamlessly integrating a novel product, social impact, and strategic brand enhancement through a brilliantly conceived idea and thoughtful execution across various touchpoints.
The craft involved in creating a distinguishable 'Extra Lime' product, including potential branding (stickers), and the design of bundled packaging and in-store promotional displays effectively communicated its premium quality and unique origin.
The strategic decision to dedicate half of Corona's significant online and offline advertising and channel resources specifically to promoting the 'Extra Limes' initiative ensured powerful reach and reinforced the brand's commitment and impact.
The campaign's magic comes from the synergy of an exceptional idea brought to life through meticulous product and promotional design, amplified by strategic media planning and cohesive art direction across all touchpoints.
