How to connect your unique atrribute with a culturally relevant tension?

YOSOY is the plant-based drink recognised for offering the cleanest-label-range and for its purpose to improve the quality and transparency of the food indsutry that wanted to move beyond being perceived as pure functional. The challenge was to find how to communicate their potential and purpose in an way that feels tasty, noticeable and emotionally enganging.

A deep analysis of cultural signals and codes revealed a key tension that resonated for both GEN Z and Millennials: in a world more a more full of ephemeral and fake things, they were eager to live more true and real experiences, relationships and environments.

We connected this tension to the YOSOY’s main attribute to build the “It’s for real” (“De Verdad”) brand platform to position YOSOY as the brand with the most real flavour (no additives, no fake ingredientes), in a world –and in a category– where fake is everywhere: “Because we already swallow enough lies in life.”

How can we transform such a traditional spanish habit as cooking potato omelettes?

What’s next in Tortilla? was the question that summarised Lay’s ambition to get Spanish people to use their chips to cook potato omelettes.

Following a profound ethnographic study, we learnt the whole belief system and cultural practices surrounding potato omelettes.

One of the main insights was that potatos mean “work”, “time” and “dedication”. It is an ingredient that requires peeling, cutting, washing and cooking. The result was that cooking potato omelettes was perceived as something troublesome and tedious. In this context, Lay’s was perceived as an ready-made potato solution that allowed people to cook quick and easy omelettes. This perception connected with the cultural trend of smart shortcuts or ‘hacks’ in the kitchen to survive day to day without sacrificing flavour. The Échale Huevos (2025) campaing that followed the strategy worked on this idea.

How can quality be claimed within a category where it seems to be irrelevant?

Facundo, a well-known spanish brand recognised for its high quality nuts & snacks, wanted to make its most iconic product (sunflowers seeds) more attractive for the youth. The challenge: no one had ever spoken about quality in the category, not even Facundo itself.

After an intense consumer research, we discovered a powerful insight: the double crunch sound when eating sunflower seeds (one “crack” when biting the husk and another when biting the seed) was a relevant signal of quality for consumers as well as a fresh and fertile territory for creativity. This finding was the pillar to create the brand platform “Double crack, double quality”, breaking the silence of the category around quality for the first time.

The final campaign was awarded in both the National Spanish Festival of Creativity and Festival El Sol . https://www.elpublicista.es/anunciantes/facundo-presenta-doble-calidad-doble-crack

La campaña final fue creada por la agencia creativa Mono Madrid y premiada en los premios nacionales de creatividad y en el festival El Sol

How can we discover our strength and assert it in a highly competitive environment?

PEPSI needed to understand what was keeping people from choosing the brand in key consumption moments and places: bars, restaurants and supermarkets.

We analysed both motivations and barriers to consumption not only of Pepsi’s consumers but also of competititor’s ones. This dual approach unlocked effective strategic levers to increase brand preference.

The most valuable insight was realising that while Pepsi was conciously chosen, other brands was just ordered by default. Pepsi’s consumers showed a strong individuality: they were much more likely to resist social pressure and make choices based on their taste and personality than competitor’s.

From this finding Pepsi gained a clear starting point to reinforce its strength and assert itself more confidently in a highly competitive environment.

How to create a branded content that truly resonates with the emotions of an entire generation?

Burger King sought to empathise with the emotional tensions of young people to deliver a message of relief and optimism.

Following ethnographic research that involved interviews with young people across Spain, we identified the most relevant narrative touchpoints: body insecurity, shame, fear of failure, lack of future prospects, etc.

From this insights we built a narrative arc based on different archetypes of contemporary young people. Each archetype was built from tensions and conflicts, providing Burger King with a powerful storytelling architecture to emotionally engage with GEN Z.