México es el proyecto
very September, Comex® activates a cause-driven campaign through Fundación Causa Comex®. In 2024, we had the honor of partnering with the John Langdon Down Foundation, to support their mission of inclusion and empowerment for people with Down syndrome.
But this wasn’t just a charity campaign. It was a chance to change the narrative.
We created a message that didn’t ask for sympathy, it asked for respect.
We didn’t portray people with Down syndrome as victims.
We showed them for who they truly are:
people with dreams, passions, families, joy
people who live. Fully. Beautifully.
For every liter of participating Comex® product sold, we donated $1 peso to the foundation. A small action, multiplied by thousands.
TV, digital, and in-store platforms came together to amplify the message.
And by the end of the campaign, we surpassed our fundraising goal,
donating 3.5 million pesos to help more dreams take shape.
A Closer Kind of Dream
This wasn’t just a campaign. It was a moment that stayed with us.
We spent time with people living with Down syndrome students, families, teachers, and what they gave us was far greater than anything
we could put into a script.
We laughed. We listened. We saw the way they dream, love, grow, and shine,
not in extraordinary ways, but in beautifully ordinary ones.
They reminded us that dreams don’t always look the same, but they all matter just as much.
And that sometimes, the most powerful stories are the ones that don’t ask to be told, they simply invite you to see.
We all dream
In this campaign, we set out to show something simple, but often overlooked:
That people living with Down syndrome have dreams just as real, just as powerful,
and just as ordinary as anyone else's.
Because dreaming doesn’t depend on a diagnosis. It depends on being human.