Everything started with one insight: the cleaning products we use at home are inherited. What was in your parents' house is probably in yours. From there, I built an entire brand strategy and 360° campaign around one concept: Jabón Zote: La Gran Herencia de México.

What I created:

• Brand strategy rooted in cultural insight: Zote isn't just a soap, it's a Mexican tradition passed from generation to generation

• Manifesto written from scratch, connecting Zote to the uniquely Mexican things we all inherit: storing pots in the oven, bags full of bags, eating a bolillo when you're scared, the "mal del puerco" after every family meal

• Full 360° campaign across social media memes and short videos, OOH espectaculares and parabuses, radio, TV and YouTube commercials, and in-store activations at Walmart, Bodega Aurrera and Soriana

• Video concept and script: short viñetas showing inherited Mexican traditions, always landing on Zote

• 6-week media plan with specific channels, weekly activation cadence and audience touchpoints

• Buyer personas and journey map to ensure every piece of communication reached the right person at the right moment