Instead of creating a beer, we created a movement that promoted the act of self-expression and supported their ideas to change things for the better. Since the target didn't pay attention to traditional media and didn’t relate to traditional advertising, the approach was made through guerrilla style posters and stickers that were left anonymously in places where the target moved around. Viral videos of the movement's character speaking about its philosophy spread on the net through emails and chat rooms. The most read Dominican bloggers started to praised the ideas of the movement, helping spread the voice.

A week before the launch we gained DOP$7,000,000 (around USD$250,000) in free-press. This is the average annual advertising budget for most beer brands in the country. More than 250,000 have looked into the movement and there are 6,000+ active members in the community. The beer is the 3rd most sold in the second largest city and the 4th most sold nationally above all local and imported brands like Miller, Heineken, Quilmes, Becks, Budweiser & Corona. Steady 25% weekly-increase in sales during the first five months. Today, the beer is a cult brand.