As a brand that represents national pride, we chose to celebrate Mexico not only as a nation, but as a living ingredient carried within every Mexican. This gave birth to Con Mucho México, a platform that, through a short film, transformed Mexican language metaphors into visual narratives that reflect contemporary symbols of identity. This came to life through ajolote-themed cans, OOHs, and collaborations with artists and brands such as Grupo Frontera, Panam, and Cuidado con el Perro—blending the traditional with the emerging—alongside regional fairs that showcased the richness of authentic Mexico.