This campaign is directed to the Mexican population living in the U.S.They grew up in Mexico drinking Mexican beer and despising American light beer as being “too watery”. However, once they come to the U.S. Tthey begin to drink it. It can happen mainly for psychological reasons, like a sense of belonging to their new country.However, this new behaviour is completely unacceptable for Jose's parents back in Mexico, who desperately urge him to stop drinking “water” and drink real Mexican beer.