To generate awareness and consideration in a market dominated by local spirits and global brands, we created a digital and OOH campaign and partnered with bar professionals to take full advantage of this gin's versatility and show the public its most Mexican side. We organized a contest in which 43 bartenders and mixologists from all over Mexico came up with the best drinks using gin and local ingredients, and the eight finalists demonstrated their creations in front of a jury of connoisseurs and an audience of food lovers at Estudio Goula. Some of the most relevant results of the campaign: 12.9 million total impressions and 10.5 ROI.