To launch their new Lime-flavored beer, Bud Light introduced a new character, Limey. He’s half human. Half lime. And completely amazing. Each commercial shows Limey, from the point of view of a partygoer, doing amazing tricks that get the party going and keep it that way - just like the beer. The tagline 'It’s amazing what a little lime can do' is a double-entendre that says what the lime does for the taste of the beer, and what the beer does for the excitement of the party.