New yerba mate in a flat category. Product talk adds nothing, everyone knows mate; no one needs it explained. The job wasn’t to teach the ritual, it was to respect it.
We gave Santo Tomás the most important seat at the table: the first pour. No tasting notes, no lectures, just ture cultural moment. That’s how a new brand entered an old tradition: leading the conversation, not chasing it. And the campaign was recognized as the Best Multimedia Campaign of 2023.