Using the launch of a dilutable eco-drink to encourage small, positive actions

The Problem

Concentrated drinks were not widely used in Spain and Portugal in 2009, yet they use less packaging, less fuel in transit and emit less CO2 than their pre-mixed alternatives.

The Solution

A brand identity and launch strategy for the new product, Menos Es Mas, highlighting its environmental credentials and linking the multiplying power of dilutable cordial with doing small, positive actions for big social impact. We created a TV spot, print campaign, an online Action Tracker and schools programme.

So far…


  • 2 national campaigns (Spain and Portugal)
  • 10 positive actions featured in each on-pack booklet
  • 10,000+ actions tracked on website
  • Schools materials piloted in 5 schools