Xolo Maridueña doesn't drink coffee. So instead of hiring him to promote Coffee mate, we challenged the internet to change his mind. By turning his real-life skepticism into a creator-led social challenge, we invited fans to convince Xolo one cafecito at a time, fueling conversation, driving strong engagement, and delivering a measurable increase in sales. Find out below if we turned him into a cafecito lover!

AWARDS
HMC Strategic Excellence Awards - Best in Show (2026)
HMC Strategic Excellence Awards - Content Creator and Consumer Engagement Strategy - Gold (2026)
HMC Strategic Excellence Awards - Best Hispanic Cultural Insight - Silver (2026)
FIAP - Shortlist (2026)