Background: NotCo has become the challenger plant based brand in Mexico defying other brands that are trying to capture consumer's attention. Those other brands are trying to get to people through classic dairy products. Brief: NotCo decided to make a bold move by pushing its ice cream plant based line instead of following what other brands were doing. Objective: We needed to create awareness around our plant based ice cream line and more important, we needed to do it in a relatable way.

By placing our posters in places predominantly inhabited by vegans we achieved: +2M impacts +100% searchs around NotCo