Just like the beer that sparks Mexican pride, we realized we were losing ground in one of the country’s most powerful territories: food. Tacos are not only the most iconic dish in Mexico, they’re part of every meal throughout the day. However, inflation drove up their price and caused a 30% drop in consumption. Our strategy was clear: to solve it with ingenuity, the way only Mexicans know how. That’s when we discovered that by folding a bottle cap, it took the shape of a taco, so we turned it into currency to get free tacos at real taquerías. That’s how Tacorcholata was born, launched on Taco Day and extended for another month thanks to its cultural success. We activated OOH near taquerías and created social content with influencers like Lalo Villar. A cultural action brought to life where authentic Mexican food truly belongs: on the street, at the table, and in the supermarket. We proved that with ingenuity, we can turn a problem into an opportunity.