For the Spanish craft beer company La Virgen, a communication plan was developed with a focus on the brand's essence: "Sin Trucos, Sin Prisa." This slogan embodies the celebration of slow living and an appreciation for life. I was responsible for defining the tone of communication, ensuring it reflected this laid-back, honest spirit.

The marketing strategy centered around the paradox of choice, helping consumers navigate decision-making in supermarkets and strategically positioning La Virgen for easy discovery. The goal was to create an experience that guided consumers toward choosing La Virgen with clarity and enjoyment.