To support the 2024 re-launch of Peñafiel, Mexico’s #1 sparkling water, in the U.S., we at Gallegos United developed a paid media campaign centered around a new brand positioning tailored specifically for the American market. Drawing inspiration from product mnemonics and popular online colloquialisms, the campaign introduced a catchy tagline designed to build strong brand recognition among Gen Z audiences. This tagline also had the flexibility to be re-contextualized, allowing Peñafiel to tap into viral internet moments and further connect with younger consumers.