Our Bikes May Be Lime Green, But Our Global Brand Campaign Shows They’re Actually Chameleons

Why do you Lime?

A wide range of people use Lime for an even wider range of purposes thanks to our fleet of accessible vehicles and presence in over 280 cities worldwide. In our new global campaign, “Why Do You Lime?”, we celebrate this brand truth by giving a behind-the-scenes peek into twelve distinct rider stories, showcasing what they might put in their bike basket. At its core, this campaign is a reminder that Lime is meant for everyone.

“Each image serves as a window into a different rider, showcasing the passion and joy that define Lime’s global community. At Lime, we believe that every person's story is worth celebrating, and “Why Do You Lime”' is our way of amplifying those voices and celebrating these rider stories.” Christian Navarro, Head of Brand Marketing at Lime.

The creative features a first-person perspective of the baskets, putting the viewer behind the handlebars. This campaign is one of our biggest to date, launching globally in Atlanta, Brussels, Chicago, Nice, Seattle and Washington D.C.

“Riders frequently tag us on social media with pictures of their filled bike baskets — each with their own unique spin to them. This type of content inspires us every day and is what drove this visual campaign, allowing us an opportunity to hold a mirror up to the different riders who use our vehicles for all of life’s moments. Whether it’s running to the pharmacy to get supplies for a newborn baby, heading to the gym, or heading to the restaurant for a long shift, the campaign gets to the heart of why so many people ride Lime to make their day a little easier” says Navarro.

Bikes are booming

The campaign concept was fueled by our e-bike ridership data, which found e-bike usage nearly doubled between 2022 and 2023. Since our inception, riders have taken nearly 100M bike rides, traveling nearly 140M miles on bikes, and as a result of the shift from cars, these riders have helped prevent an estimated 12,000 tons of CO2 emissions, while saving more than an estimated 1.3M gallons of gas.

We also recently announced our plans to invest over $55 million in expanding our global bike presence, with more than 30,000 net-new bikes spread to varying degrees across North America, Europe and Australia.

The investment into our e-bikes comes as cities demonstrate a clear desire to embrace shared e-bikes because of their convenience, sustainability and low barriers to access.

We found that a key differentiating factor for our riders was the bike basket which is the one part of the vehicle that riders can truly make their own. From the joys of new parenthood to the companionship of pet ownership, the dedication of medical workers to the hustle of restaurant staff, and the passion of athletes to the resilience of those navigating life's challenges, our “Why Do You Lime?” campaign shows that wherever your life takes you, Lime will help you get there.

LimePass launch

In tandem with the campaign launch, we are also launching an updated LimePass, our latest offering designed to make riding more affordable and simple than ever before. With LimePass Minute Bundles, all of our riders can now enjoy discounted minutes and unlimited free unlocks.

For regular travelers seeking even greater savings, LimePass Monthly offers the best discounts on minutes and top-ups, along with unlimited free unlocks and extended reservations. By offering our riders a range of flexible options to save money, LimePass directly supports our mission to create a future where transportation is shared, affordable and carbon-free.