Corona Extra Lime: When a Ritual Became a Brand Signature
Some brands chase trends. Corona created one. For decades, the ritual of serving a Corona with a lime wedge has been iconicârefreshing, visual, and unmistakably tied to the brandâs identity. But in 2023, Corona leaned into this ritual with âCorona Extra Limeâ, a campaign that elevated the lime from garnish to hero. It wasnât just about tasteâit was about the feeling of escape, the sound of summer, and the simplicity of pleasure.
Campaign Overview
âCorona Extra Limeâ launched globally with a series of visually rich TV spots, social content, and out-of-home activations. The campaign featured slow-motion lime drops, sizzling sound design, and cinematic beach scenesâall anchored by the tagline: âExtra Lime. Extra Corona.â
The campaign also included influencer partnerships, limited-edition packaging with lime-inspired visuals, and interactive experiences where users could âdrop the limeâ digitally to unlock rewards.
Campaign Objective
Corona aimed to:
Reinforce the lime ritual as a core part of the brand experience
Drive emotional connection through sensory storytelling
Position Corona as the beer of effortless escape and laid-back luxury
Increase share of voice in competitive summer and leisure markets
The goal was to turn a habit into a headlineâand remind consumers that sometimes, the smallest details make the biggest difference.
Execution
Sensory-Driven Film: TV and digital spots focused on the sound, sight, and feel of lime hitting a cold Corona bottleâevoking summer, relaxation, and ritual.
Tagline Activation: âExtra Lime. Extra Corona.â appeared across all media, reinforcing the brandâs signature pairing.
Limited-Edition Packaging: Bottles and cans featured lime-themed designs and QR codes for interactive experiences.
Influencer Rituals: Creators shared their own lime-drop moments, turning the ritual into a social trend.
Experiential Pop-Ups: Corona hosted beachside activations where guests could customize their lime experienceâchoosing citrus types, flavors, and pairings.
Brand Impact
âCorona Extra Limeâ reinforced the brandâs identity as the beer of summer, simplicity, and sensory pleasure. It deepened emotional recall, increased ritual adoption, and drove engagement across leisure markets. The campaign also strengthened Coronaâs visual and sonic brandingâmaking the lime drop a signature sound.
Results
The Corona Extra Lime Campaign achieved outstanding results, generating over 450 million global impressions and driving high engagement across TikTok and Instagram Reels. The campaign boosted brand recall and purchase intent during the summer months and encouraged the adoption of the lime ritual in non-traditional markets. It also gained notable media recognition, being featured in AdAge, The Drum, and earning a spot on the Cannes Lions shortlist, highlighting its creative and commercial impact.
Lessons Learned
âCorona Extra Limeâ teaches us that rituals are brand assets. The campaign also shows the power of sensory storytellingâwhen you engage sight, sound, and emotion, you create memory. And finally, it proves that simplicity scalesâwhen your message is clear, it travels far.
