• Mas+ by Messi: Positive Hydration for a New Generation
  • Mas+ by Messi: Positive Hydration for a New Generation
  • Mas+ by Messi: Positive Hydration for a New Generation
  • Mas+ by Messi: Positive Hydration for a New Generation
  • Mas+ by Messi: Positive Hydration for a New Generation

Mas+ by Messi: Positive Hydration for a New Generation

ROLE
Creative Director across brand, retail media, and product packaging design.


Partnering the Best Footballer with the Best Beverage Innovators to Launch on Social

THE CHALLENGE
What happens when the best football player in the world partners with a top-tier beverage manufacturer? You get Más+ by Messi—a hydration drink like no other. This latest innovation from MABI aims to carve out a unique niche in the hydration market with a concept we’ve termed ‘Positive Hydration’: hydration that delivers electrolytes, vitamins, and natural flavors with only 10 calories and zero artificial sweeteners.

While Lionel Messi's influence is significant, the real challenge has been building a brand that resonates with consumers and becomes their go-to drink. Our primary audience, Gen Z, is known for reshaping the traditional marketing funnel into a continuous journey. For Más+, this has meant always being present and meaningful at every touchpoint.

THE SOLUTION
We crafted a social-first brand strategy, leveraging Messi’s iconic presence to introduce a fresh approach to hydration. Más+ is positioned as a lifestyle choice that goes beyond ordinary hydration, appealing to Gen Z’s demand for health-conscious and transparent products.

THE RESULTS
In just three months, our social-first approach has driven impressive organic engagement and growth:

  • 1.5M+ engagements
  • 30M+ impressions with zero media spend
  • Grew the account organically from 0 to 300K+ followers