Do you really live the Corona beer experience if you don’t add a slice of lemon or lime to it? This ritual that consumers have adopted when enjoying a cold cerveza is “one of the most essential elements of the identity of Corona,” says Miguel Merino, Global Communications Director, Anheuser-Busch InBev.

To remind consumers that Corona is best when it is enjoyed with lime, the brand teamed up with Oniria \ TBWA agency, led by Daniel Achaval and Camilo Guanes, and, for the first time in the brand’s history, they slightly changed the looks of the iconic bottle. The neck of the “Lime Bottle” now carries the image of a lemon slice, thus remaining authentic in spirit while cleverly prompting consumers not to forget about the lime when they are about to crack open a cold one.

The illustration engraved on the bottle visually suggests how strong the famous duo is. They go hand-in-hand and this is why this change inspired by the tradition of enjoying a Corona with lemon feels “as organic and natural as the brand is, that it made sense to do so,” says Guillermo Martínez, BU Andina’s Marketing Director.

“Corona has an idea and creativity development process at a global level, starting from open briefs related to the brand’s strategic fundamentals. On this occasion, the team from Paraguay brought a simple but powerful idea to remind all consumers that a Corona is much better enjoyed when accompanied by a lemon,” continued Merino.

The brand’s Global Communications Director also added that the idea of adding the lemon — an element that’s part of the company’s DNA after all — represents a “great way to show that we can be true and consistent to the principles and universe of the brand and find disruptive ways to put the product at the center of the idea.” The Lime Bottle is currently a pilot in Paraguay and the team hopes to achieve great results, which will allow them to perform on a larger stage and turn it into a worldwide initiative.

The engraving procedure was made following rigorous processes, maintaining the product’s quality intact. Complementing the initiative, a graphic campaign for different media was added and also a co-branding action, made in partnership with renowned Paraguayan clothing brand Albertina. The shop is responsible for crafting garments for both men and women, featuring designs that remind people that no one should forget the way a Corona is supposed to be enjoyed. And that is, “Always with a Lime.”

Credits:

Client: Corona

Agency: Oniria \ TBWA