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As completely invented, marketing-driven rituals go, Corona Extra has a fun one on its hands with the #LimeDrop, a campaign the Mexican brewer is running across social media for Cinco de Mayo.
R/GA Chicago, Ketchum and Constellation Brands teamed up to create the campaign, which urges people everywhere to drop a lime into their Coronas at exactly 5:55 p.m. on 5/5. OK, so it's not the most fascinating brand activation ever, but Corona has gotten a few celebs involved, including Aaron Paul and Jon Gruden, who recorded the videos below.
Aaron Paul is getting close on his #LimeDrop.
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