A social-first launch for Flying Fish in Mexico.

AB InBev needed a partner to launch Flying Fish in Mexico and capture Gen Z and millennial drinkers who discover new brands on social, not through traditional campaigns. Genero powered everything from creative strategy to delivery across FOOH films, CGI and creator content, lifting ad recall by 8.1 points and driving up to 2x category engagement.

The Challenge

AB InBev was launching Flying Fish in Mexico: a flavoured beer with an unexpected lime-lemon taste, aimed at legal drinking age Gen Z and millennial drinkers. The catch is that this audience doesn't meet new brands through launch campaigns. They discover them on social.

Working with Meta, AB InBev came to Genero for a social-first go-to-market campaign built to drive awareness and trial.

Solutions:: Hero Campaigns
Social Creative
Content type:: Video
CGI & Animation
Region: North America
Industry: Beer, Wine & Spirits

The Approach

Built on the brand platform 'Taste the Unexpected' and Meta's System of Ideas framework, the campaign was designed for creative diversity rather than one idea adapted across channels. FOOH films turned familiar Mexican environments into surprising brand moments. CGI brought Flying Fish into culture in surreal, shareable ways. And creator content introduced the taste through voices the audience already trusted.

WildGoats Creative led creative direction, working with local teams in Mexico to keep every asset culturally true and native to the platform it ran on.

Up to 2x
engagement vs category benchmarks
+8.1pt
ad recall lift
+13.1pt
message association lift

The Work

The launch delivered 12 short-form FOOH and CGI films alongside creator-led content from Lucía Llamas and Huey Coyote, each asset playing a distinct role, from visual intrigue to making the taste feel worth talking about.

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