"Authentic is the new cool".

Yosoy was a vegetable drink made in Catalonia and sold in Catalonia. An extremely local product that wanted to sound international. To launch nationwide, we changed the strategy and made it even more local.
Everything was about the place where Yosoy is made (Montseny). The mountain of Montseny became the new mascot, the river and the local fauna had their roles and the tone became more provincial and less institutional.
The mountain became so popular it ended up becoming the face of the brand. Now it's on every pack.

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