In the market, and for a long time, Sprite (Coca Cola's second brand) had been targeting its communication efforts towards young people, addressing them in a straightforward manner and using their own codes. For a number of situations, various campaigns were created under the main concept, "Las cosas como son" ("Things as they really are"), referring to recurrent themes such as "Tu amigo te tiene ganas" ("Your male friend wants to have sex with you"), "Aceptás a cualquiera en el Messenger" ("You just add anyone to your Messenger") and "¿Sos un amigo de Fierro?" ("Are you a loyal friend?"), among others.
These campaigns always tried to reflect teenage reality in this kind of situations, and always led to promotions which included giveaways in keeping with the campaigns.
Under this umbrella concept, "Things as they really are", and with the appearance of the charismatic astrologist and psychic Aschira, different "online, non-traditional" methods were developed to avoid the envy that would be elicited by those getting a supercomputer, or thousands of free SMS text messages, among other prizes: prizes which, given the significant attachment that they could generate in the target audience, would inevitably create an uncontrollable craving to get them.
The main insight, bearing in mind that a good way to fight envy is using red colored objects, was to circulate the typical Sprite green bottle with an eye-catching and innovative red cap, which was the symbol of the Campaign.