To help this leading brand in Mexico refresh its communication and connect emotionally with consumers who are already well aware of the product’s functional benefits, we used authenticity as the cornerstone of a digital campaign that reflects who they are: imperfect but authentic. Through a discourse that looks real, speaks real, and reflects real situations, we reinforced their concept and upheld their promise to consumers to always be by their side, accompanying them, overcoming obstacles, enjoying and living life to the fullest.