The One Show
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Category
Business Transformation
Annual ID
OS24_PR050M
About the Work
A high quality lime shortage (due to Covid) was compromising Corona´s business growth in China, the world largest beer drinking market. At the same time, 24% of local farmers where living in poverty. So, instead of fixing the issue by simply importing limes, Corona decided to create a new business: Corona Extra Limes.
Corona, turned this shortage challenge into an opportunity by producing its own limes. We partnered with local government and industry authorities to provide the most advanced knowledge to cultivate high-quality limes to farmers.
After 1000 days of research, development and farming, Corona Extra Lime finally hit the shelves all over china. Raising the quality standard of limes in the market, improving the experience of drinking Corona and improving the life of thousands of farmers since all profits were redirected to them so they could grow their farms and improve their living conditions.
Corona, turned this shortage challenge into an opportunity by producing its own limes. We partnered with local government and industry authorities to provide the most advanced knowledge to cultivate high-quality limes to farmers.
After 1000 days of research, development and farming, Corona Extra Lime finally hit the shelves all over china. Raising the quality standard of limes in the market, improving the experience of drinking Corona and improving the life of thousands of farmers since all profits were redirected to them so they could grow their farms and improve their living conditions.
2024 Awards
Total Points: 3
Merit
Credits
Agency
DAVID / Bogotá
DAVID / New York
Brand-Side / In-House Agency
Draft-Line / China
Production Company
Macarena & Co / Bogotá
Art Director
Alejandro Rozo
Izmael Crespo
Chief Creative Officer
André Toledo
Pancho Cassis
Carlos Camacho
Chief Marketing Officer
Matt Che
Copywriter
Camila Ordoñez
Creative Director
Aron Huang
Sébastien Rouvière
Pedro Sattin
Editor
Jorge Beltrán
Global Chief Creative Officer
Liz Taylor
Music Composer
Sascha Knorr
Schallbauer
Stephan Moritz
Tom Russbueldt
Account Executive
Krizia Brhull
Brand Manager
Freya Shen
Connections
Dolly Huang
Corporate Affairs
Elen Xie
Konnie Zue
Sunny Xie
Creative
Vankies Xu
Yuheen Ren
Zerien Li
Creative Lead
Ivan Zhang
Managing Director
Juan Pablo García
Marketing
Alice Zhang
Michelle Wu
Richard Weng
Mixing Engineer
Stephan Moritz
MT Trade Marketing
Christina Li
Windy Zhou
Music Producer
Maria Moritz
Stephan Moritz
Music Production & Audio Mix
Mokoh Music / Berlin
Planner
Serafina Cheng
Project Manager
Jennifer Jin
Lei Hu
public relations
Lynn Sun
sales
Yu Zhinwei
Zhang Li
Zhang Jun
Trade Marketing
Bain Yan
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