“Hydrating is important”. But, even more important, is what you hydrate for. We found the answer in the moments that Gen Z is passionate about: those in which the only objective is to enjoy.

And so, we launched a 360-advertising campaign that invites our target to go on and on with what they love most.

With FLUYE, we relaunched JUMEX HYDROLIT, connecting it through the hobbies and consumption moments of our target, from dancing and barbecues, to concerts or comic conventions.