The Opportunity

E pura, a bottled natural water brand part of PepsiCo, set out to strengthen its connection with younger audiences in Mexico — a highly competitive and functional category where differentiation is limited.

While the brand had established awareness, it needed to evolve into a more culturally relevant and emotionally resonant brand, aligned with its platform “Ama Tu Cuerpo.”

To achieve this, E pura partnered with Dialogue to define the right influencer profiles to bring this platform to life and connect with the audiences the brand aimed to reach.

The Approach

Dialogue led the strategic identification and recommendation of creators, ensuring alignment between the brand’s objectives, audience segments, and cultural context.

The focus was not only on reach, but on selecting voices that could naturally integrate the brand into relevant conversations.

• Strategic talent recommendation.
  Dialogue identified and proposed a group of creators across key passion points — comedy, gastronomy, and fashion/lifestyle — ensuring alignment with the brand’s target audience and enabling presence across multiple content territories.

• Audience-first selection.
  Each creator was selected based on their ability to connect with specific audience segments, allowing the brand to show up in a way that felt relevant within different communities.

• Always-on creator ecosystem.
  The selected profiles enabled the brand to maintain a continuous presence across platforms such as Instagram and TikTok, integrating into the creators’ day-to-day content and audience interactions.

• Alignment with creative development.
  Following Dialogue’s recommendation of talent, the creative agency developed the campaign concepts, including a K-drama-inspired mini-series.

• Hero talent: Chingu Amiga.
  Dialogue identified Chingu Amiga as a key profile due to her strong connection with mass audiences in Mexico. A Korean creator based in the country, she is known for her comedic content around cultural differences and everyday life, and has built a large following across TikTok and Instagram through humor and highly relatable storytelling.
  Her participation became central to the campaign’s reach and cultural resonance, amplifying the impact of the creative concept developed by the agency.

The Impact

The strategy enabled E pura to move from isolated influencer activations to a more structured and scalable model for audience connection.

• Delivered a consistent digital presence through 3 creators and 39 content pieces, reaching over 15 million people and generating 19 million impressions and 732K interactions.

• Achieved an overall engagement rate of 4.6%, outperforming typical category benchmarks for FMCG influencer campaigns in Mexico.

• TikTok emerged as the strongest platform, reaching engagement levels of up to 15%, while Instagram maintained consistent performance.

• The participation of Chingu Amiga significantly amplified reach and visibility, positioning the campaign within broader cultural conversations.

• Audience response reflected strong alignment between creators and their communities, supporting a positive perception of the brand.

Most importantly, the program established a repeatable, always-on influencer model, now extended into 2026.