Since the 1960s, La Casera has been the most popular domestic fizzy drink in Spain.“13, Rue del Percebe”, first published in 1961, is a popular Spanish comic that humorously depicts everyday life in a block of flats that’s missing a façade. Its famous residents include a concierge, a shopkeeper, lodgers at a boarding house, a veterinarian, a mad scientist and his son, a widow, a divorcée and her wild triplets, a thief and his wife, and – on the roof – a deadbeat debtor.La Casera and “13, Rue del Percebe” are cultural icons that form part of Spain’s history and its optimistic way of life.“Raising the Sign” 90” While the La Casera sign is being raised to the roof of the block of flats at 13, Rue del Percebe, we see each resident interact with the brand / product. The La Casera sign – itself a character – is the common thread that joins all the micro-stories together.Words like “generic”, “soft drink”, and “zero calories” are integrated into the residents’ daily lives in a very natural way.