The objective of the campaign was to gain new, younger consumers. With the Memory Market Macro trend as a base we built the new marketing positioning of Carta Blanca. Carta Blanca was the first beer brand in the north of the country, the original beer, so it made sense. We took an old brand and we made it young, new, fun, different, but keeping the originality of the product. That´s why only CB can speak about being original.