STRATEGY
Corona consumers worldwide struggle with the lime ritual, cutting wedges that are too big to fit, disrupting the perfect, relaxing Corona moment.
What seems like a small issue is actually critical to the brand experience. No Corona is complete without a lime. It defines the flavor and reinforces the brand’s premium perception.
While the ritual has been consistently reinforced over time, its execution was never standardized. Different pack formats and bottle sizes required different cuts, yet consumers relied on intuition. This mismatch between system and behavior created a clear opportunity.
By rethinking the lime itself, we turned the problem into the solution. Lime Guides shows exactly where to cut, ensuring a perfect fit every time.
A simple innovation that removed friction, protected a core brand asset, reinforced premium perception, while keeping the Corona consumption moment as relaxing as possible.
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IDEA
Lime Guides.
Lime Gudes turns a fruit into a functional tool and retail medium. By laser-etching real limes with cutting guides, Corona guarantees an ideal lime wedge, perfects the experience, leverages its iconic lime ritual and inserts the brand into the fruit aisle.
The idea elevates the lime from part of the ritual to an actual trigger for it, while solving a consumer tension.
It transforms an everyday object into something surprising yet useful and creates a new behavior, as people begin to buy Corona after seeing a Lime Guide, not just the other way around. With machines purchased and installed across markets, integrated into local supply chains and retail partners, Lime Guides becomes a scalable commerce system. It creates a new revenue-driving touchpoint and ultimately turns the lime into a Corona brand IP.
Corona consumers worldwide struggle with the lime ritual, cutting wedges that are too big to fit, disrupting the perfect, relaxing Corona moment.
What seems like a small issue is actually critical to the brand experience. No Corona is complete without a lime. It defines the flavor and reinforces the brand’s premium perception.
While the ritual has been consistently reinforced over time, its execution was never standardized. Different pack formats and bottle sizes required different cuts, yet consumers relied on intuition. This mismatch between system and behavior created a clear opportunity.
By rethinking the lime itself, we turned the problem into the solution. Lime Guides shows exactly where to cut, ensuring a perfect fit every time.
A simple innovation that removed friction, protected a core brand asset, reinforced premium perception, while keeping the Corona consumption moment as relaxing as possible.
IDEA
Lime Guides.
Lime Gudes turns a fruit into a functional tool and retail medium. By laser-etching real limes with cutting guides, Corona guarantees an ideal lime wedge, perfects the experience, leverages its iconic lime ritual and inserts the brand into the fruit aisle.
The idea elevates the lime from part of the ritual to an actual trigger for it, while solving a consumer tension.
It transforms an everyday object into something surprising yet useful and creates a new behavior, as people begin to buy Corona after seeing a Lime Guide, not just the other way around. With machines purchased and installed across markets, integrated into local supply chains and retail partners, Lime Guides becomes a scalable commerce system. It creates a new revenue-driving touchpoint and ultimately turns the lime into a Corona brand IP.
SCALE
The idea was executed globally, being launched on Corona 4 biggest markets: Brazil, Argentina, Japan and South Africa.