Mexicans have a hard time with prevention. And when it comes to health, we automatically associate it with medicines. For the launch of Emergen-C, PFIZER’s vitamin supplement, our challenge was to make people see the product not as a medicine, but as something that connects with their lifestyle.

With the help of mixology, we created a series of hot and cold beverages that would allow us to more easily approach consumers. In this way, we turned the trial of a vitamin into a much more craveable experience.