With Crema Alpura, we launched Ponle el cuerno a la mayonesa a seasonal campaign that challenged one of Mexico's strongest Lent traditions by transforming an iconic pop culture moment into a cultural invitation.
If everyone was already talking about mayonnaise, maybe it was finally time to cheat on it.
The idea evolved into a platform spanning social media, creators, recipes, retail, and in-store experiences, encouraging consumers to rethink the ingredient that had owned Lent for generations.
Because the best way to beat a category leader isn't to interrupt the conversation.
It's to own the one people were already having.
HERO FILM
Confessions
of an Affair
Pedro Sola revisited the television mistake that became part of Mexican pop culture, turning it into the perfect invitation to betray mayonnaise. Across three digital films, he confessed his own "infidelity" and encouraged millions of Mexicans to commit theirs.
Caught. Exposed. Confessed.
Once the affair went public, the story wrote itself. Paparazzi caught Pedro Sola with his new love interest, while a confessional podcast gave him the chance to finally come clean.
Every piece blurred the line between advertising and entertainment, turning a campaign into the kind of scandal people couldn't stop talking about.
The Last Dance
Every affair reaches a moment when there's nothing left to hide. Pedro Sola and Manchas made theirs official with one final dance, giving the campaign a joyful ending worthy of the conversation it had created.