Cannes Lions
JWT/CORPORACION, Montevideo / PEPSICO / 2011
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Paso de los Toros is a Uruguayan soft drink, who’s principal attribute is a bitter taste that quenches your thirst. Its claim “cut it out with so much sweetness, sweetness doesn’t quench your thirst” makes a strong difference from all the other sweeter sodas, specially Coca-Cola. After Uruguay’s good performance in the 2010 Soccer World Cup, Paso de los Toros decided to cut it out with soccer’s sweetness, by showing situations in which a soccer player and his fans publicly displayed their affection for one another in the most sickening sweet way until.... Diego “Ruso” Pérez – an emblematic player of the National Soccer Team, beloved for his brute strength and bold temperament- enters the scene.
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