A social-first launch for Flying Fish in Mexico.

To support AB InBev’s launch of Flying Fish in Mexico, Genero was tasked, in collaboration with Meta, with developing a social-first go-to-market campaign designed to drive awareness and trial among legal drinking age Gen Z and Millennial consumers.

The challenge was to introduce Flying Fish as a refreshing flavoured beer with an unexpected lime-lemon taste, and to do it in a way that felt native to how younger audiences discover, share, and engage with brands on social.

Genero developed a diversified content ecosystem across FOOH, CGI, and creator-led content, using Meta’s System of Ideas framework to bring the brand platform, “Taste the Unexpected,” to life across multiple social-first expressions.

WildGoats led creative direction, working closely with local teams in Mexico to ensure the work felt culturally relevant, platform-native, and grounded in real audience behaviour. Rather than adapting one campaign idea across channels, the team created a connected system of assets, each designed to spark curiosity and make audiences look twice.

The work centred on the unexpected: FOOH executions that transformed familiar environments into surprising brand moments, CGI films that brought Flying Fish into culture in surreal and shareable ways, and creator-led content that introduced the product through voices that felt natural to the audience.

Genero delivered a range of platform-optimized social assets designed to bring Flying Fish to feeds across Mexico through emerging creative formats.

The campaign included 12 short-form FOOH and CGI videos, alongside creator-led films from Lucía Llamas and Huey Coyote. Each asset played a distinct role in the launch, from building visual impact and intrigue to making the product’s distinctive taste feel more relatable, social, and discoverable.

Together, the work showed how a diversified social-first creative ecosystem, rooted in culture and built for discovery, can help launch a brand into a new market with impact.