Hugo Leche y Jugo" is like saying "Bruce Milk and Juice" Hugo is a character created for the The Coca-Cola Company; the character and the brand were created at the same time. It’s Hugo who writes all the instructions on the pack (the pack has ridiculous instructions all over it). It's also Hugo who designs them (putting in self-portraits) and he’s the one who manufactures them. All of the campaign is centered around this concept. A guy who does absolutely everything from the back of his house.