Neither logo nor product, not even the sun so recognizable with which he celebrated his centenary in Mexico. Crown claims its iconicity in an external advertising campaign in which dispenses with all its recognizable brand elementsand bets on a simple slice of Lima. The same that stars the experience of consumption of its beer and that is an indispensable piece in what the brand considers a universal ritual.

Corona wants to convey its unique character with a series of creatives that show a large white surface and a small slice of Lima which appears simulating its position in the beer bottle. This provision, not only reinforces the experience of the drink in the imaginary of the consumers, but also, according to Corona explains in a statement, a “Invitation to relax through the characteristic ritual of pushing it before drinking“

“When a brand is truly iconic, you don’t need a presentation”, Explains Clarissa Pantoja, global crown vice president.”The Gajo de Lima and its ritual are also a large part of our brand identity that we have shared with our beer for 100 years“. The“ Solo Lima ”campaign, designed by the creative agency GUT Buenos Aires, explores simplicity to connect with people beyond the product itself.

“Some brands can be recognized by their logo or the shape of their product, but very few can be identified by a single visual element“, comment Joaquín Campins and Christian Rosli, Creative Executive Directors of the Agency.”‘Just Lime’ is proof of the iconic power of the Corona brand as a creative expression that can be enjoyed by consumers and passersby in all parts of the world.

“Just in Lime” runs on external advertising supports in shopping centers, bus stops, train stations and other spaces of large influx of cities in Argentina, Colombia, Sweden, France and Canada. From the agency they ensure the campaign meets all local alcohol advertising requirements in the markets where it is activated.

Play with brand iconicity

This is not the first time that Corona links the lime or lemon to the communication of its product. Last summer, the brand closed a collaboration with Backús -the company that manufactures and distributes its beer in Peru -to modernize the cars of Lima Fruteros, with the initiative “Fruit card bar”. Corona incorporated cold equipment, panels, lots, and bars to cut the lemon and try alcohol without fruit in fruit carts.

Nor is it the first time that it dispenses with your product. In 2023, by the hand of the agency David, he eliminated the bottle in the graphic campaign “Coronaless” to encourage consumers to recycle the containers.

With “Solo Lima”, Corona joins the recent wave of brands that are regardless of your brand assets to highlight their presence in the imaginary of consumers. Recently, the British supermarket chain Tesco has done so in outdoor advertising campaigns, as well as McDonald’s to promote its breakfast proposal in the United Kingdom