Modelo Aguas Frescas was ready to make a bigger statement, with updated product packaging and sharper customer insights in hand, Constellation Beverages was looking to refresh the campaign creative and deepen its impact across print and digital touchpoints.

Our approach centered on the consumer who already knows and loves aguas frescas. Rather than explain the product, we leaned into that cultural familiarity — exploring directions that ranged from an evolved version of the existing creative to imagery rooted in authentic Mexican tradition that would resonate on a more personal level.

The final campaign brought together the consistency of the established brand look with the warmth of culturally connected visuals, rolled out across point-of-sale displays, print templates, and digital assets built for web and social.