We developed a communication strategy in order to set the new brand, remarking with a creative view the idea of a strengthened milk which provides the best nutritional value for an accessible price, taking into account the path of ‘La Serenisima’ (100% argentine) as a main brand, proposing the claim: ‘Lo mejor de verlos crecer, es crecer con ellos’ (the best bit of watching them grow up is growing with them).