BONAFONT JUIZZY

Bonafont Juizzy is Mexico’s leading brand of water with fruit juice. To emphasize its natural qualities, we shifted the product’s positioning from a soft drink to an “agua fresca.” Aguas frescas are a centuries-old Mexican recipe similar to lemonade, but made with many different fruits. Every posada has its own freshly made agua del día, and it’s also the typical drink Mexican grandmothers have always prepared for their families.

In 2019, we made a strong impact by launching this new concept with two major Mexican personalities: the wild and irreverent influencer El Escorpión Dorado, and the culinary authority Chef Benito, a judge on MasterChef México. Surprisingly, it 's El Escorpión Dorado who ends up presenting the chef the best homemade aguas frescas in Mexico which, of course, turn out to be Bonafont’s.

AGUAS FRESCAS BONAFONT

In 2020, we reinforced our respect for the aguas frescas tradition, something deeply rooted and highly valued in Mexican culture. To do so, the first thing we did was change the product’s name, dropping “Juizzy” in favor of the simple and natural “Aguas Frescas Bonafont.”

In the campaign, we also highlighted several Mexican culinary insights that we consider “tan nuestros” (so ours), so authentically Mexican, just like Bonafont’s aguas frescas.