Following what we did last year, we created Diana and gave her life through a letter she wrote to the1movement with her desire to help a retirement home. Then we gave everyone the power to spread her voice. Guerilla work appeared on the streets, calls were placed in radio stations, boxes for donations were placed in supporting establishments, downloadable material was available on the website, a volunteer club was created, a direct mail was sent to those who signed up and a food drive party took place as an all-day event where admission was free if you came with a donation.

The community on the website grew 52%. More than 10,000 supported the cause with their signature. More than 2,000 volunteers showed support with their time. 1,500,000 pesos in donations (USD$50,000) More than 4,000,000 in free press. The beer is the fourth most sold in the country above all local and imported brands. Today the Causes section features more than 150 causes with 32 groups working on them. This campaign implicitly encouraged the consumption of the product by expressing themselves through it. In others words, by drinking it, the consumers felt the way the product reflected their personality and their thoughts on social issues.