Small businesses in Mexico are anything but small; they represent a staggering 48% of Coca-Cola's business in the country. The campaign's core was to provide tangible support by renovating every awning. The sentiment, surprisingly, emerged later when we realized the profound cultural significance these awnings held in Mexico's history.

Coca-Cola initially sought a brand campaign that would deeply resonate with the Mexican people. Thanks to our strategy team, we quickly realized that the most impactful way to achieve this was through these ubiquitous local shops. We uncovered a powerful insight: many of these shops proudly display our iconic red, even if it has faded over time. From there, the idea blossomed not just to celebrate this connection, but to actively support these businesses by revitalizing their aged awnings.