Corona ‘Limetime Guarantee’

ABOUT THE WORK
Adding a wedge of lime to a bottle of Corona has become such an entrenched ritual that a Corona without its lime is just incomplete. But South Africa, was facing a lime shortage. Of the 90 000 hectares of citrus orchards in South Africa, only 0,09% is dedicated to limes, and the bulk of the crop is exported. So we decided to grow our own. Back in 2018, we partnered with the Moletele community and established a sustainable lime farm, on their land in Hoedspruit. And that should’ve been the problem solved but it wasn’t. Lime trees in South Africa only bear fruit once a year but Corona is enjoyed all year round. So, we set out to solve this very unique agricultural challenge. Trees were planted on ridges and the orchard was divided into six production blocks. This enables the amount of nutrients, temperature, light and water going to the trees, to be controlled, fooling the trees into thinking that it is the flowering season and they produce fruit. This has resulted in the harvest of quality limes every two months instead of once a year.

CREDITS
Advertising Agency: Boundless
Creative Lead and Art Director: Roanna Williams
Copywriter: Roanna Williams

Production Company: Eyeforce
Director: Arthur Neumeier
Exec Producer: Ashleigh Jarrat
DOP: Daniel Walsh
Best Boy: Obakeng Selapisa
South Technician: Jabu Msomi
Editor: Jason Matthews
Post Producer: Rox Truter
Colourist: Kyle Stroebel

Entertainment & Brand Agency: CSA.Global
Executive Director: Davin Phillips
Group Account Director: Kirby Manousakis
Media Executive: Lindile Ndwayana
Media Account Executive: Wongie Mafilika

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